YULI SUSANTI, EKA (2024) EFEKTIVITAS PEMANFAATAN SALURAN KOMUNIKASI DALAM DIFUSI VARIETAS UNGGUL BARU (VUB) PADI OLEH PETANI (Kasus Wilayah Sentra Padi di Kabupaten Serang Provinsi Banten). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Superior varieties are one of the technological innovations that contribute greatly to increasing rice production. Various High Yielding Variety (HYV) of rice have been assembled, produced, and disseminated by the Ministry of Agriculture through various programs in rice production centers, one of which is in Serang Regency, Banten Province. The number of HYVs produced by the government has not been fully adopted by farmers, as evidenced by the use of Ciherang and Mekongga varieties by most farmers. This is thought to be because a lot of information on HYV innovations does not reach the farmers, therefore communication channels are needed to be conveyed to farmers at large. Interpersonal communication and mass media are communication channels that can be utilized in HYV adoption, so that the process is thought to be able to influence farmers' knowledge, persuasiveness and decisions in adopting HYV. The study was conducted to (1) identify sources of rice HYV information for farmers, (2) analyze the utilization of communication channels in the diffusion of rice HYV by farmers, (3) analyze the level of adoption of rice HYV by farmers, (4) analyze the effectiveness of communication channels in the diffusion of rice HYV to farmers in Serang Regency. The survey was conducted among 98 farmers in Pontang, Ciruas, and Lebak Wangi Sub Districts selected by simple random sampling. Data were analyzed descriptively and by path analysis. The results showed that to seek and fulfill information needs on rice HYV, respondents used more than two communication channels, namely interpersonal communication channels, mass communication channels, and mixed communication channels. Sources of information identified as being frequently used by farmers to seek information on rice HYVs were fellow farmers, extension workers, farmer groups, and YouTube. Accessibility and intensity of utilization of interpersonal communication channels classified as medium and low in mass communication channels.. Farmers' level of adoption of rice HYV was moderate. The effectiveness of interpersonal communication channel utilization influenced the level of rice HYV adoption by farmers in Serang District both directly and indirectly through attitudes towards rice HYV, while mass communication utilization only directly influenced respondents' level of knowledge towards rice HYV
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Varietas Unggul merupakan salah satu inovasi teknologi yang berkontribusi besar dalam peningkatan produksi padi. Beragam Varietas Unggul Baru (VUB) padi telah dirakit, diproduksi, dan disebarluaskan oleh Kementerian Pertanian melalui berbagai program di wilayah sentra produksi padi, salah satunya di Kabupaten Serang Provinsi Banten. Banyaknya VUB yang dihasilkan oleh pemerintah belum sepenuhnya diadopsi petani, terbukti masih digunakannya varietas Ciherang dan Mekongga oleh kebanyakan petani. Hal ini diduga karena banyak informasi inovasi VUB yang tidak sampai dengan baik ditingkat petani, oleh karena itu dibutuhkan saluran komunikasi untuk disampaikan kepada petani secara luas. Komunikasi interpersonal dan media massa merupakan saluran komunikasi yang dapat dimanfaatkan dalam adopsi VUB, sehingga pada proses tersebut diduga mampu mempengaruhi pengetahuan, persuasif dan keputusan petani dalam mengadopsi VUB. Penelitian dilakukan untuk (1) mengidentifikasi sumber informasi VUB padi bagi petani, (2) menganalisis pemanfaatan saluran komunikasi dalam difusi VUB padi oleh petani, (3) menganalisis tingkat adopsi VUB padi petani, (4) menganalisis efektivitas saluran komunikasi dalam difusi VUB padi kepada petani di Kabupaten Serang. Survei dilakukan terhadap 98 orang petani di Kecamatan Pontang, Ciruas, dan Lebak Wangi yang dipilih secara simple random sampling. Data dianalisis secara deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan untuk mencari dan memenuhi kebutuhan informasi VUB padi, responden menggunakan lebih dari dua saluran komunikasi yaitu saluran komunikasi interpersonal, saluran komunikasi massa, dan saluran komunikasi campuran. Sumber informasi yang teridentifikasi sering dimanfaatkan petani untuk mencari informasi VUB padi yaitu sesama petani, penyuluh, kelompok tani, dan youtube. Aksesibilitas dan intensitas pemanfaatan saluran komunikasi interpersonal tergolong sedang dan rendah pada saluran komunikasi massa. Tingkat adopsi petani terhadap VUB padi tergolong sedang. Efektivitas pemanfaatan saluran komunikasi interpersonal mempengaruhi tingkat adopsi VUB padi oleh petani di Kabupaten Serang baik secara langsung maupun tidak langsung melalui sikap terhadap VUB padi, sedangkan pemanfaatan komunikasi massa hanya berpengaruh secara langsung terhadap tingkat pengetahuan responden terhadap VUB padi. | |||||||||
| Uncontrolled Keywords: | Effectiveness, Communication Channels, Diffusion, Adoption, High Yielding Variety (HYV) Efektivitas, Saluran Komunikasi, Difusi, Adopsi, Varietas Unggul Baru (VUB) | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) Communication > Communication (General) |
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| Divisions: | 08-Pascasarjana > 54108-Magister Ilmu Pertanian 04-Fakultas Pertanian |
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| Depositing User: | Eka Yuli Susanti | |||||||||
| Date Deposited: | 07 May 2024 10:04 | |||||||||
| Last Modified: | 07 May 2024 10:04 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/34084 |
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