THE PROCESS OF ADOPTION AND DIFFUSION OF INNOVATIONS OF GREENHOUSE FARMERS IN MELON (Cucumis melo L.) CULTIVATION IN LAMONGAN REGENCY

Abstract

The increasing demand for melons encourages farmers to cultivate high-quality melons to meet consumer needs. As a result, producers must use technology to increase melons yields. Greenhouse technology has several benefits, including better yields, less susceptibility to insect attacks, and optimal use of water and fertilizers. Although the idea of greenhouses is widely known and used, the implementation and adaptation of greenhouse technology in Lamongan Regency requires modification and an appropriate level of knowledge. This requires an understanding of infrastructure, appropriate planting techniques, and management in greenhouse operations. The objectives of this study were: (1) to explain the adoption process of farmers in Lamongan Regency accepting advances in greenhouse-based melon cultivation. (2) To explain the mechanism of greenhouse innovation diffusion in melon farming in Lamongan Regency. This study used a qualitative methodology, using purposive sampling to identify key informants and snowball sampling for supporting sources. Data collection techniques included observation, interviews, documentation, and literature reviews. The Miles and Huberman interactive model was used to analyze the data. The findings of this study indicate that melon cultivation innovation in greenhouses has developed from the knowledge stage to the confirmation stage because it is in line with farmers' needs based on the characteristics of innovation: relative advantage, suitability, complexity, and trial. The dissemination of melon cultivation in greenhouses is carried out through communication channels, including mass media such as television and social media platforms such as Facebook, Instagram, and YouTube. Furthermore, the gestocular system operates through an interpersonal communication system.