Komunikasi Inovasi dan Perilaku Adopsi Sorgum Bioguma di Kabupaten Langkat

Abstract

Innovation communication is an approach in development communication that aims to introduce an innovation to the community so that it creates a certain effect as something useful. One of the innovations created by the government is sorghum bioguma as an alternative commodity for the purpose of food diversification. This study aims to analyze the innovation communication model of sorghum bioguma; analyze the innovation communication channels of sorghum bioguma; and analyzing the adoption behavior of sorghum bioguma in Pasar VI Kwala Mencirim village, Sei Bingai sub-district, Langkat Regency, North Sumatra. The informants in this study were the Balai Pengkajian Teknologi Pertanian Sumatera Utara (BPTP Sumut) and farmers in Pasar VI Kwala Mencirim village. The research was conducted using a qualitative approach with descriptive methods. The theory used is Everett M Rogers' diffusion of innovation and Ban and Hawkins' Agricultural Extension. Data collection techniques were carried out by interviews, observation and documentation. The results of the study indicated: Communication of sorghum bioguma innovations carried out by BPTP Sumut through four activities namely carrying out coordination, involving farmer groups, making demonstration plots, and carrying out technical guidance. These four activities are a model of a centralized diffusion system, which means the spread of innovation is carried out linearly from the central government to farmers; The innovation communication channels used by BPTP Sumut are interpersonal, group, audio-visual, and social media communication channels. Interpersonal communication is the most effective channel in changing farmers' attitudes; Farmers in Pasar VI Kwala Mencirim adopt unsustainable. This decision was included in the type of active rejection, which means that the farmers had tried the sorghum bioguma innovation but then decided not to adopt it because there was no economic advantage.