MENGUNGKAP PERAN OPINION LEADER DALAM DIFUSI INOVASI PERTANIAN DIERA DIGITAL DI KABUPATEN LOMBOK BARAT

Abstrak

Opinion leaders play a significant role in the adoption and diffusion of agricultural innovations. This happen because they have ability to transform the information received into language that is easily understood by their followers. They are innovative and respected personalities, so that the information conveyed is considered credible by their followers. Meanwhile, in the digital era, innovation come from many sources and is easily accessible. Everyone today can easily get information from both mass media and social media on the internet. within this environment, do opinion leaders still play a role in the diffusion of innovation, what is the role of opinion leaders today and what obstacles, opportunities and challenges they face in the digital era. This study aims to determine the role of opinion leaders, their opportunities and challenges in the digital era. This study was conducted in West Lombok Regency in ten sub-districts. The method used is a qualitative descriptive method. The research subjects were selected and determined by using the purposive sampling technique. Data were collected through in-depth interviews to 100 informants and data analyzed descriptively. The results of the study showed in general opinion leaders still play a role in the process of adoption and diffusion of agricultural innovations. opinion leaders still play a role as initiators/innovators, motivators, facilitators, network builders, mediators and information confirmation. Opinion leaders function more as a place for farmers to confirm the information and innovations they receive. They faced challenge such as digital illiteracy, information disruption and different way of thinking of young generation.