Eurasia: Economics & Business (Jun 2023)
INFLUENCE OF INNOVATION CHARACTERISTICS ON COMMUNICATION EFFECTIVENESS OF CORN FARMERS IN NORTH CENTRAL TIMOR DISTRICT: ECONOMIC PERSPECTIVE
Abstract
Agricultural development is currently still a mainstay in national development because the majority of the population in Indonesia is still in the agricultural business, both in the food crops, horticulture and plantation sub-sectors. One of the agricultural sub-sectors that have the most important role is food crops. Corn as a type of food commodity is still consumed after rice/rice as well as to meet the needs of animal feed and industry. This study aims to describe the characteristics of innovation, communication effectiveness, and the determinants of communication effectiveness of maize farming in Insana District, North Central Timor Regency. This research was conducted from August 2021 to October 2021. The method used in this study is a mixed method (Mixed Method) with a sequential explanatory model. The population in this research is corn farming farmers who are members of six selected villages totaling 270 farmers. The technique of determining proportional random samples (proportional random sampling) which is calculated using the Slovin formula is 161 corn farmers. The results showed that the characteristics of the innovation factor (relative advantage and can be tested were in the low category, while suitability, complexity, and observability were in the high category). Communication effectiveness (communicators are in the high category, while messages, channels, methods, receivers, and effects are in the low category). Overall, the characteristics of innovation, whether relative advantage, suitability, complexity, observable, and testable, significantly affect the communication effectiveness factor for special maize plants with a CR value greater than the critical value (CR > 1.96).
