Persepsi Generasi Z Terhadap Profesi Petani Hortikultura di Kabupaten Kebumen

The declining interest of young people, particularly Generation Z, in pursuing horticultural farming as a profession has become a serious challenge in Kebumen Regency. This study aims to determine the level of perception of Generation Z towards the profession of horticultural farmers and to analyze the factors that influence it. The research employed a quantitative approach using proportion tests and multiple linear regression analysis, with data collected through Google Forms from 100 Generation Z respondents in Kebumen, determined using Lemeshow’s formula. The variables analyzed include knowledge of horticulture, farming experience, family environment, economic expectations, access to information, and government policies. The results showed that Generation Z’s perception of the horticultural farming profession is negative, influenced by limited knowledge, minimal direct experience, lack of family support, low economic expectations, and restricted access to information. The t-test revealed that knowledge and economic expectations are not significant factors influencing perception. The implications of this research highlight the importance of education, improved access to information, and supportive policies to attract Generation Z to pursue horticultural farming as a profession for the sustainability of the agricultural sector in Kebumen Regency.