Driving Factors of the Rapid Development of Millennial Farmers in Malang Raya

The agricultural sector labor crisis is increasing worldwide, including in developing countries like Indonesia. In this situation, the trend of agricultural prestige also declines. Generally, becoming an agricultural or agribusiness actor is not the primary choice for young people, including those in rural areas. Information technology growth, including social media and other online platforms, is happening simultaneously. Young people have become key players in this world of social media, developing their identities in alignment with their passions and opportunities. With a social entrepreneurship approach, will examine how millennial farmers grow and develop. Research is necessary to typology the rapid growth of millennial farmers by identifying the various driving factors. In this study, a qualitative research approach is employed, and the applied analysis method is descriptive analysis. Sample selection was conducted using purposive sampling and snowball sampling. The approach method used in this research is the life history method and thematic analysis. The results of this study show that there are three drivers behind the rapid development of millennial farmers in the Malang Raya region: adequate natural resources, specific interests, and trial and error. From these findings, it can be recommended that resources and specific interests, supported by technology, will determine the success of Indonesian Millennial Farmers. Research needs to be carried out regarding the development of indicators to measure the sustainability of development in each typology. Assess the environmental, economic, and social sustainability of different types of millennial farmers to inform future sustainable agriculture strategies.