EFEKTIVITAS KOMUNIKASI AGRIBISNIS UNTUK PENINGKATAN PENDAPATAN MASYARAKAT PADA PROGRAM DESA MANDIRI PEDULI GAMBUT DI KABUPATEN BANYUASIN

MAHARANI, ARLINDA KUSUMA and Riswani, Riswani (2024) EFEKTIVITAS KOMUNIKASI AGRIBISNIS UNTUK PENINGKATAN PENDAPATAN MASYARAKAT PADA PROGRAM DESA MANDIRI PEDULI GAMBUT DI KABUPATEN BANYUASIN. Undergraduate thesis, Sriwijaya University.

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Abstract

Agribusiness communication is the process of forming relationships between producers, or agribusiness actors to recognize and plan actions and work together to support an agribusiness development. In line with that, to support a competitive agribusiness development, there is a Desa Mandiri Peduli Gambut Program as a countermeasure to ecosystem damage. Given the importance of the Desa Mandiri Peduli Gambut program, it requires further study to increase the effectiveness of agribusiness communication in order to increase community income. The purposes of this search were (1) measuring the effectiveness of agribusiness communication applied in the Desa Mandiri Peduli Gambut Program in Sidomulyo Village, Banyuasin, (2) analyzing the factors influencing agribusiness communication applied in the Desa Mandiri Peduli Gambut Program in Sidomulyo Village, Banyuasin, and (3) analyzing the relationship between agribusiness communication and community income in the Desa Mandiri Peduli Gambut Program in Sidomulyo Village, Banyuasin. This research was conducted in Sidomulyo Village, Muara Padang District, Banyuasin Regency in October 2024. The research method used were survey method and simple random sampling method. The data used were primary data and secondary data. The results of this study were (1) The results of 6 indicators of measuring the effectiveness of agribusiness communication of the Desa Mandiri Peduli Gambut (DMPG) program in Sidomulyo Village, Muara Padang District, Banyuasin as a whole were in the effective criteria with an average score of 20.74. Although there was one indicator, namely timeliness, that was not effective, this program can be considered successful because most of the indicators show effective results, (2) The factors that influenced the effectiveness of agribusiness communication in the Desa Mandiri Peduli Gambut (DMPG) program in Sidomulyo Village, Muara Padang District, Banyuasin were the communicator factor (message sender), the message delivered factor, and the communicant factor (message receiver). Context factors, and message delivery system factors were considered to have less influence on the effectiveness of agribusiness communication in the DMPG program in Sidomulyo Village, (3) The relationship between agribusiness communication and community income in Sidomulyo Village was obtained from the Sig value. (2.tailed) value of 0.001 < 0.05, which means that there is a significant relationship between agribusiness communication and the income of the Sidomulyo Village community in the goat fattening program. A correlation coefficient of 0.592 was also obtained, which means that the strength of the relationship between agribusiness communication and program income was in the strong category with a positive relationship direction. Keywords: agribusiness communication effectiveness, community income, DMPG

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	agribusiness communication effectiveness, community income, DMPG
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Arlinda Kusuma Maharani
Date Deposited:	13 Jan 2025 01:43
Last Modified:	13 Jan 2025 01:43
URI:	http://repository.unsri.ac.id/id/eprint/163843

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