Impak Komunikasi terhadap Penerimaan Inovasi Penanaman Padi
Communication Impact Towards Innovation on Paddy Plantation

Jabatan Pengurusan dan Kemanusiaan
Universiti Teknologi PETRONAS
31350 Tronoh, Perak, MALAYSIA.

shahrina_mnordin@petronas.com.my

Pusat Inovasi Sosial
Universiti Teknologi PETRONAS
32610 Bandar Seri Iskandar, Perak, MALAYSIA.

redzarizal@yahoo.com

Pusat Inovasi Sosial
Universiti Teknologi PETRONAS
32610 Bandar Seri Iskandar, Perak, MALAYSIA.

junaidayahya@gmail.com

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 were 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; diffusion; innovation; Malaysia; paddy

Citation

Md Nordin, S., Ahmad Rizal, A. R., & Yahya, J. (2015). Impak Komunikasi terhadap Penerimaan Inovasi Penanaman Padi. Jurnal Pengurusan, 44, 35–46.

@article{nordin2015impak,
  title={Impak Komunikasi terhadap Penerimaan Inovasi Penanaman Padi},
  author={Md Nordin, Shahrina and Ahmad Rizal, Ammar Redza and Yahya, Junaida},
  journal={Jurnal Pengurusan},
 

volume={44},
  number={},
  pages={35—46},
  year={2015},
  doi={},
  publisher={Penerbit UKM},
}

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44 (2015) 35 – 46

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