Communication media users in dissemination of milk processing innovations in Getasan district.

This study was conducted using a descriptive survey method in Getasan, village. The objectives of this study include: 1) knowing the communication media for disseminating milk processing innovations that have been used 2) analyzing the relationship between the dominant factors based on user mapping (individual characteristics, innovation characteristics, physical environmental characteristics, and the characteristics of the social environment) and the communication media for the dissemination of milk processing innovations. The sample was selected by purposive sampling with a set number of 30 people selected. The data collection technique was done by interview and observation. Data analysis used descriptive statistical analysis and Rank‟s Spearman correlation test. The results of the study show that the use of media in the form of discussions, demonstrations of methods, and courses is high. The use of media with medium scores is television broadcasts, the internet, lectures, and leaflets. The lowest media score is radio broadcasts. The dominant factor of the user mapping base related to the communication media includes the characteristics of breeders consisting of age, education level, ownership of livestock, and cosmopolitan with strong, moderate, strong, strong relationship strength, respectively. Innovation characteristic variables which consist of relative advantage can be tried, and can be understood are also related to communication media with medium relationship strength. [ABSTRACT FROM AUTHOR]