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Journal : AGROMIX

The role of progressive farmers in East Kolaka as opinion leaders: Effective communication strategies for organic rice innovation diffusion Arimbawa, Putu; Limi, Muhammad Aswar; Sarinah; Bahari, Doddy Ismunandar
AGROMIX Vol 16 No 1 (2025)
Publisher : Fakultas Pertanian Universitas Yudharta Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35891/agx.v16i1.5923

Abstract

Introduction: Organic farming has emerged as a sustainable and environmentally friendly approach to food production. However, the adoption of organic farming practices in Indonesia remains slow. Progressive farmers have the potential to act as opinion leaders, accelerating the diffusion of innovations in organic rice farming. This study investigates the role of progressive farmers as opinion leaders in facilitating innovation diffusion for the development of organic paddy fields. Methods: A qualitative research design was employed, utilizing a case study method. Data were collected through in-depth interviews, focus group discussions, non-participant observations, and document analysis involving 17 participants, including progressive farmers, conventional farmers, and agricultural extension agents engaged in organic rice farming development. Data were analyzed descriptively using the framework of social learning theory. Results: Findings indicate that opinion leaders play a pivotal role as initiators, pioneers, information disseminators, and role models in promoting organic rice farming innovations. Their actions and statements regarding innovations strongly influence farmers' decision-making processes. Conclusion: The study concludes that progressive farmers, as opinion leaders, effectively act as change agents and mentors by introducing and fostering the adoption of organic farming practices. The shared socio-cultural background between opinion leaders and their communities facilitates intensive interpersonal communication, ensuring that messages are relevant, credible, memorable, and trustworthy, thereby accelerating innovation diffusion. Nevertheless, the study also highlights certain limitations faced by progressive farmers. Strengthening their communication skills and fostering collaborations with agricultural institutions, such as extension agents and organic farming communities, are essential to further expedite the diffusion of organic farming innovations.
Co-Authors Adriati Adriati Ahid Hidayat Akhmad Marhadi Alias, Alias Arini, Ade Ayusri Arissaryadin, Arissaryadin Arnisa, Arnisa Ashmarita, - Asmat, Samad Asrumin Astika, Ferni Awaluddin Hamzah Azhar Bafadal, Azhar Baim, Ali Cholik, Saiful Nur Daud, L Dilla, Farah Doddy Ismunandar Bahari Edi Dwi Cahyono Edi Syah Mihrad Efriani Efriani fauzi, fitya aulia Fitri Ramadani Florencia Virgiane Evalyn Padang Handayanii, Fitrianti Harsandi, Lisa Hartina Batoa Heldawati Hidayat, Ahid Indrawati Indrawati Indrawati Iskandar Iskandar Jayadisastra, Yoenita Jers, La Ode Topo Ketut Sudarma Kliwon Hidayat Kobesi, Petrus La Mpia La Ode Kasno Arif, La Ode Kasno La Ode Muhsafaat, La Ode La Ode Santiaji Bande La Ode Sukriman La Ola, Taane La Uco Lilis, Lilis Manam, Manam Mardin, Mardin Marsianus Falo Mayang Sari Mihrad, Edi Syah Misdawati Muh. Aswar Limi . . Muhaimin Hamzah Muhammad Aswar Limi Muhsinin Muhsinin, Muhsinin Munirwan Zani, Munirwan Murdjani Kamaluddin, Murdjani Mursalim Musadar Mappasomba Nalefo, La Nalefo, La Nur Rahmah Nur Santy Asminaya Nur, Indriyani Nurmaida, Esti Agesta Putri, Dessri Natalia Raodatul Jannah Rian, Muh. Rina Febrina, Rina Rizal Adi Saputra Rosmawaty . . Salahuddin Salahuddin Samsinar Sarinah Sarinah Sarinah Sarmila Sarvini, Hikmanila Silfi, Silfi Sukmawati Abdullah Suriana Suriana Surni, Surni Sutriani, Ni Wayan Syahrun, Syahrun Tantriati Triswanto, Sigit Wa Ode Yusria, Wa Ode Weka GUSMIARTY ABDULLAH Weka Gusmiarty Abdullah, Weka Gusmiarty Wibowo, Bayu Adi Yayuk Yuliati Yevita Nurti Yuyun