Impak Komunikasi terhadap Penerimaan Inovasi Penanaman Padi

Shahrina Md Nordin, Ammar Redza Ahmad Rizal, Junaida Yahya

Abstract


ABSTRAK

Penanaman padi merupakan industri tanaman makanan utama negara Malaysia. Pembaharuan dan inovasi merupakan elemen penting yang menambahbaik industri ini. Pengenalan teknologi baharu dan inovasi dipengaruhi oleh pelbagai faktor termasuklah komunikasi. Penggunaan komunikasi berkesan berupaya meningkatkan penyebaran inovasi di dalam pelbagai bidang. Kajian ini memperlihatkan impak komunikasi terhadap inovasi di dalam penanaman padi. Tiga aspek utama iaitu peranan dan penglibatan pesawah, pengetahuan dan maklumat pesawah serta pengurusan inovasi dalam konteks komunikasi diteliti kesannya terhadap penerimaan inovasi dalam kalangan pesawah. Kajian ini dilaksanakan ke atas para pesawah di negeri Perak melibatkan seramai 150 orang responden. Hasil kajian mendapati komunikasi memainkan peranan penting terhadap penerimaan inovasi oleh pesawah. Pemilihan saluran komunikasi yang betul akan menambah baik penerimaan inovasi. Cadangan penambahbaikan dalam konteks komunikasi turut dipaparkan di akhir penulisan ini.

Kata kunci: Komunikasi; inovasi; pesawah; padi; Malaysia

ABSTRACT

Paddy plantation is an important industry in Malaysia. Advancement and innovation are important elements in improving this industry. Introduction of new technology and innovation are influenced by several factors including communication. The use of effective communication could possibly increase the innovation diffusion in multiple sectors. This study looks on the impact of communication towards innovation on paddy plantation. Three important aspects which include role of farmers, knowledge and information of the farmers and innovation management in the context of communication was investigated to understand its impacts towards innovation acceptance among farmers. This research was undertaken among farmers in Perak which involved 150 paddy farmers as respondents. The findings revealed that communication plays an important role towards acceptance of innovation among the paddy farmers. Selection of the correct communication channel increases the innovation acceptance. Suggestions to improve communication are also added in the last section of this study.

Keywords: Communication; innovation; diffusion; paddy; Malaysia


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