Peranan pemimpin pendapat dalam penyebaran inovasi penanaman kelapa sawit

Translated title of the contribution: The role of opinion leaders in spreading oil palm innovation

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

The social structure of society can be considered as a network of interdependence between individuals and eventually will become an important network in the success of a community development program. Accordingly, the main focus of this study was to examine the role of opinion leaders in spreading the innovation of planting oil palm among youth. The study used both primary and secondary data. Primary data were collected using a qualitative approach through face to face interviews with four informants consisting of entrepreneurs, the village chief, the Village Development and Security Committee (JKKK) and an acting village head. The study was conducted in Kluang, north Johor and Kulai Jaya areas. The study found that the role of opinion leaders in spreading innovation is very important in order to attract the youth to engage in the industry. The study also found that young people need guidance from individuals who have managed to develop their potential. Individuals who are successful play a role as disseminators of the main innovations in restoring confidence in the future career of the youth in the oil palm industry. In addition, the study also found that opinion leaders who are directly involved in agriculture and the oil palm industry are more trusted by the youth as compared to the leaders who held key positions at the village level but did involve entirely in the sector. In conclusion, efforts to attract the youth require the intervention of various parties, especially those who are involved as stakeholders. The perception of the youth on oil palm industry needs to be changed so that interest in the sector is more positive and in turn drives their involvement.

Original languageMalay
Pages (from-to)73-88
Number of pages16
JournalJurnal Komunikasi: Malaysian Journal of Communication
Volume33
Issue number2
Publication statusPublished - 2017

Fingerprint

opinion leader
Palm oil
Innovation
innovation
Industry
industry
village
village development
Agriculture
Structure of Society
community development
interdependence
social structure
entrepreneur
confidence
agriculture
stakeholder
career
leader
interview

ASJC Scopus subject areas

  • Communication

Cite this

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abstract = "The social structure of society can be considered as a network of interdependence between individuals and eventually will become an important network in the success of a community development program. Accordingly, the main focus of this study was to examine the role of opinion leaders in spreading the innovation of planting oil palm among youth. The study used both primary and secondary data. Primary data were collected using a qualitative approach through face to face interviews with four informants consisting of entrepreneurs, the village chief, the Village Development and Security Committee (JKKK) and an acting village head. The study was conducted in Kluang, north Johor and Kulai Jaya areas. The study found that the role of opinion leaders in spreading innovation is very important in order to attract the youth to engage in the industry. The study also found that young people need guidance from individuals who have managed to develop their potential. Individuals who are successful play a role as disseminators of the main innovations in restoring confidence in the future career of the youth in the oil palm industry. In addition, the study also found that opinion leaders who are directly involved in agriculture and the oil palm industry are more trusted by the youth as compared to the leaders who held key positions at the village level but did involve entirely in the sector. In conclusion, efforts to attract the youth require the intervention of various parties, especially those who are involved as stakeholders. The perception of the youth on oil palm industry needs to be changed so that interest in the sector is more positive and in turn drives their involvement.",
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