| dc.description.abstract | This research aims to: 1) analyze the communication model of sorghum bioguma innovation, 2) analyze the communication channel of sorghum bioguma innovation, and 3) analyze the adoption behavior of sorghum bioguma in Pasar VI Kwala Mencirim village, Sei Bingai Subdistrict, Langkat Regency, North Sumatra. The informants in this research are the North Sumatra Centre for the Assessment of Agricultural Technology and farmers in Pasar VI Kwala Mencirim village. The research is carried out using a qualitative approach with descriptive methods. The theo,y used is Everett M Rogers' diffusion of innovation and Ban and Hawkins' Agricultural Extension. Data collection techniques are interviews, observation and documentation. The research results show: 1) The communication model of sorghum bioguma innovation carried out by BPTP North Sumatra in Pasa,· VI Kwala Mencirim village is a centralized diffusion system or a centralized diffusion system through four activities namely carrying out coordination, involving farmer groups, making demonstration plots, and carrying out technical guidance. 2) Innovation communication channels employed by BPTP Sumut are inte,personal, group, audio visual and social media communication channels. Of the four channels, interpersonal communication is the most effective channel in changing farmers' attitudes. 3) Farmer in the Pasar VI Kwala Mencirim village cany out unsustainable adoption. This decision is included in the type of active rejection, which means that the farmer have tried the sorghum bioguma innovation but then decided not to adopt it because there is no economic advantage. | en_US |
