PROSES DIFUSI DAN ADOPSI INOVASI PROGRAM KAMPUNG BERKEBUN (STUDI KASUS: KAMPUNG BERKEBUN RW 04, KELURAHAN PAJAJARAN, KECAMATAN CICENDO, KOTA BANDUNG)

• Main Author: Ramdhani Nurindah Sari, Chika
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/51343
• Institution: Institut Teknologi Bandung

The increase of population growth in the city of Bandung has an impact in the form of conversion of agricultural land to non-agricultural so that the land for cultivating crops is decreasing, this threatens the availability and security of locally produced food. In dealing with these problems, since 2014 the government has implemented an innovation in the form of the gardening kampong program with the concept of urban farming in the existing 151 sub-district. Throughout the process, not all locations have succeeded in developing its programs. One of the locations that have been successful Pajajaran Sub-District, which can be a reference in the process of disseminating innovation for other subdistrict moreover cities. This research was conducted to identify the diffusion process and the factors that most influence the speed of society in adopting innovation. By reviewing several literature, it was found the four main elements of innovation diffusion, were innovation, communication channels, time, and social systems. This research used a descriptive mixed approach, using four types of analysis, namely content analysis, descriptive statistical analysis, inferential, and multiple linear regression. From the results of the study, it was found that the diffusion process of the gardening kampong program in RW 04 Pajajaran Sub-District has been running well since 2014 until now, with diffusion elements that affect the form of communication with change agents, attributes or characteristics of innovation, optional way of making innovation decisions, as well as program conformity with community norms and habits. Then, it was also found that interpersonal or face-toface communication subfactor has the most dominant influence in influencing the speed of innovation adoption. This study concludes that as a pilot location, the factor that most influences the speed of the community in adopting the program is the interpersonal communication channel, in the form of door to door socialization, mass socialization, training, especially communication in the persuasion stage by change agents.