DIFUSI DAN ADOPSI INOVASI PENANGGULANGAN KEMISKINAN (Studi Difusi dan Adopsi Inovasi dalam Layanan “Mbela Wong Cilik” Unit Pelayanan Terpadu Penanggulangan Kemiskinan (UPTPK) di Kabupaten Sragen)

Annur, Ayu Mutiara (2013) DIFUSI DAN ADOPSI INOVASI PENANGGULANGAN KEMISKINAN (Studi Difusi dan Adopsi Inovasi dalam Layanan “Mbela Wong Cilik” Unit Pelayanan Terpadu Penanggulangan Kemiskinan (UPTPK) di Kabupaten Sragen). Other thesis, Universitas Sebelas Maret.

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    Abstract

    AyuMutiaraAnnur, D0209011, Diffusion and Adoption of Poverty Management Innovation in “Mbela Wong Cilik” Service in Poverty Management Integrated Service Unit (UPTPK) in Sragen Regency. Thesis, Communication Science Study Program, Social and Political Sciences Faculty, Surakarta SebelasMaret University, 2013, 156 pages. Mbela Wong Cilik Service in UPTPK of Sragen Regency is the first cross-sector integrated unit in Indonesia to deal with poverty in Sragen Regency. Innovation of UPTPK, the poverty service, can be conducted in one stop service and has two products: Saraswati (SaraseWargaSukowati) and Sintawati (SiswaPintarSukowati) Cards. This study explained how the diffusion process “Mbela Wong Cilik” service innovation in UPTPK of Sragen Regency and adoption by the poor people in that area. In addition, it also aimed to find out the supporting and inhibiting factors affecting the process of diffusing and adopting this service. This study was a descriptive qualitative research. Case study was used to capture various information using a detailed and nuanced description about the process of diffusing and adopting “Mbela Wong Cilik” service innovation in UPTPK of Sragen Regency. Techniques of collecting data used were in-depth interview, observation, and file documentation supporting the research. Three components of data analysis were used: data reduction, data display, and conclusion drawing. In addition, to validate the result of research, the data triangulation was used. From the result of research, it could be found that the downstream organization communication channel dominated the diffusion of service innovation in UPTPK to the poor people. Communication occurred face to face between UPTPK and subdistrict, Village/Kelurahan and then was transferred to the community during the community meeting. Here the chief of RT/RW, bayan and community leader as the opinion leader played important roles in smoothing the innovation diffusion process to the public. The other communication channels were group communication and mass media. The poor community adopted UPTPK service was not ordinally through several stages, according to Rogers M Everett, including: knowledge, persuasion, decision, implementation and confirmation. In this research, there are five adopter categories: innovator, early adopters, early majority, late majority, and laggards. The factors smoothing the diffusion were UPTPK services was compatibel with social economic condition of poor people, communication of behavior, and characteristic of society who opened with innovation and opinion leader roles. Meanwhile, the inhibiting factors included ineffectively use of mass media, education, lack of roles the society communicating innovations to others, and information bias occurring frequently. Keywords : diffusion, adoption, adopter categories Ayu Mutiara Annur, D0209011, Difusi Dan Adopsi Inovasi Penanggulangan Kemiskinan (Studi Difusi dan Adopsi Inovasi dalam Layanan “Mbela Wong Cilik” Unit Pelayanan Terpadu Penanggulangan Kemiskinan (UPTPK) di Kabupaten Sragen). Skripsi, Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sebelas Maret Surakarta, 2013, 156 halaman. Layanan “Mbela Wong Cilik” UPTPK Kabupaten Sragen merupakan unit pelayanan terpadu lintas sektoral pertama di Indonesia untuk menanggulangi kemiskinan di Kabupaten Sragen. Inovasi dari UPTPK yaitu layanan kemiskinan dapat dilakukan dalam satu atap (one stop service) serta mempunyai dua produk yakni Kartu Saraswati (Sarase Warga Sukowati) dan Kartu Sintawati (Siswa Pintar Sukowati). Penelitian ini menjelaskan bagaimana proses pendifusian inovasi layanan mBela Wong Cilik UPTPK Kabupaten Sragen dan proses pengadopsian oleh masyarakat berkriteria miskin di wilayah tersebut. Selain itu, juga mengetahui faktor pendorong dan faktor penghambat yang mempengaruhi proses difusi dan adopsi layanan ini. Jenis penelitian adalah deskriptif kualitatif. Studi kasus digunakan untuk menangkap berbagai informasi dengan deskripsi yang teliti dan penuh nuansa dari proses difusi dan adopsi inovasi Layanan “Mbela Wong Cilik” UPTPK Kabupaten Sragen. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi arsip yang menunjang penelitian. Tiga komponen analisis data digunakan yaitu reduksi data, sajian data, dan penarikan kesimpulan. Selain itu, untuk memantapkan hasil penelitian digunakan trianggulasi data. Dari hasil penelitian, saluran komunikasi organisasi ke bawah mendominasi difusi inovasi layanan UPTPK kepada masyarakat miskin. Komunikasi terjadi secara tatap muka dari UPTPK ke Kecamatan, Desa/Kelurahan dan selanjutnya ditransfer kepada masyarakat saat pertemuan warga. Ketua RT/RW, Bayan dan tokoh masyarakat adalahpemuka pendapat (opinion leader)yang berperan penting memperlancar proses difusi inovasi ke masyarakat. Saluran komunikasi lainnya adalah komunikasi kelompok, dan media massa. Masyarakat miskin dalam mengadopsi Layanan UPTPK tidak semuanya melalui tahapan-tahapan menurut Rogers M Everett secara urut yaitu pengetahuan, persuasi, keputusan, implementasi dan konfirmasi. Pada penelitian ini terdapat lima kategori adopter, yakni : innovators, early adopters, early majority, late majority, dan laggards. Faktor yang memperlancar difusi yakni layanan UPTPK sesuai memenuhi kondisi ekonomi masyarakat miskin, perilaku komunikasi, karakteristik adopter terbuka dengan hal-hal baru dan peran opinion leader. Sedangkan faktor penghambat meliputi tidak efektifnya penggunaan media massa, pendidikan, masyarakat kurang berperan dalam pendifusian inovasi ke anggota sistem sosial, dan sering terjadinya bias informasi dari Desa/Kelurahan kepada masyarakat. Kata kunci : difusi, adopsi, kategori adopter

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > H Social Sciences (General)
    J Political Science > JA Political science (General)
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: Tri Wahyu Prasetyo
    Date Deposited: 23 Apr 2014 10:14
    Last Modified: 23 Apr 2014 10:14
    URI: https://eprints.uns.ac.id/id/eprint/12887

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