SOCIAL CAPITAL SUPPORTING DIFFUSION OF INNOVATION IN HORTICULTURE MARKETING AS A BASIC OF LOCAL ECONOMIC DEVELOPMENT (Case Study: Cisondari Pasirjambu Village, Bandung Regency dan Cibodas Lembang Village , Bandung Barat Regency )

• Main Author: Amalia, Rika
• Format: Theses
• Language: Indonesia
• Subjects: Ekonomi
• Online Access: https://digilib.itb.ac.id/gdl/view/32349
• Institution: Institut Teknologi Bandung

The growth of horticulture farming in Indonesia have been increased at production stage, but this activity not support by a good marketing horticulture knowledge, which facing more changing dynamic consumer preference. In other side, the marketing system is less eficience and effectively make the product of horticulture can’t be increase the farmer income. With the qualitative research approach, this study aims to identify how modal social can be support to innovation, and the diffusion of innovation through other farmers in economic and social activity. The research method get sample with in depth interview at Cisondari Pasirjambu and Cibodas Lembang Villages, which based on purposive sample dan snowball methods. The second stage is processed by content analysis, and the last stage is compilation within theory and empiric pattern to get the syntesis of this study. This study has found existance of sosial capital tendence highly in trust, cooperation and participation component in economic activity can be support innovation of horticulture marketing rapidly and widely eventhought in groups or out of the groups. Social capital tendence highly in social activity with trust and cooperation component more can be increase the innovation rapidly when a active partipation occure in variatif communication channel . Syntesis of this study are rules of trust, cooperation, and participation as a social capital component support whose important for diffusion of innovation in horticulture marketing as a basic of local economic development.