<![CDATA[This study examines the influence of communication media on the dissemination and implementation of salt-house technology innovation among smallholder salt farmers in Sumenep, Indonesia. The study analyzes the effects of farmers' personal characteristics, media use and frequency, innovation information, and media characteristics on knowledge and behavioral change toward salt-house technology. The research employed an explanatory quantitative survey involving 246 respondents from three salt-producing villages: Gersik Putih, Pinggir Papas, and Sentol Daya. Data were collected through structured questionnaires, field observation, and directed interviews, and were analyzed using descriptive statistics and multiple linear regression with SPSS. The results show that the communication media variables jointly explain 55.6% of the variance in innovation dissemination and implementation. Media use and frequency have the strongest standardized effect, followed by media characteristics, innovation information, and personal characteristics. Interpersonal communication through extension agents and farmer groups, supported by WhatsApp and YouTube, is the most effective channel for strengthening knowledge and encouraging behavioral change. The findings confirm that technology adoption in salt farming requires a hybrid communication model that combines trusted interpersonal interaction with fast, repetitive, and visual digital media]]>
