Komunikasi Inovasi dalam Adopsi Pemanfaatan Teknologi Mikrohidro di D. I. Yogyakarta.

Abstract

JULIAN NUGROHO. Komunikasi Inovasi dalam Adopsi Pemanfaatan Teknologi Mikrohidro di D. I. Yogyakarta. Dibimbing oleh SUMARDJO, ANNA FATCHIYA, dan DWI RETNO HAPSARI.

Energi terbarukan merupakan sumberdaya energi dengan kecepatan pertumbuhan tertinggi di dunia dalam proyeksi periode antara tahun 2012 hingga 2040. Konsumsi energi terbarukan tahunan meningkat dengan rerata sekitar 2,6 persen (Pugalendhi et al. 2024). Sato et al. (2017) mengungkapkan bahwa Indonesia merupakan satu dari negara-negara teraktif dalam promosi basis listrik pedesaan menggunakan mikrohidro. Satu hal yang perlu ditingkatkan ialah dokumentasi performa proyek-proyeknya guna mengimbangi luasnya instalasi tenaga mikrohidro. Program-program yang telah terlaksana lebih banyak gagal meneropong isu-isu kultural dan sosial dari masyarakat targetnya secara layak. Hal tersebut berdampak pada rendahnya penerimaan masyarakat atau bahkan penolakan dari para penggunanya (Sato et al. 2017). Peran komunikasi dalam pembangunan harus dihubungkan dengan arah perubahan yang memungkinkan aktivitas-aktivitas komunikasi yang terjadi dapat mengantisipasi pergerakan atau pembangunan (Rogers 2003). Penelitian ini bertujuan untuk : (1) menganalisis tingkat adopsi inovasi para pengguna teknologi mikrohidro di D.I. Yogyakarta; (2) menganalisis faktor-faktor yang mempengaruhi tingkat adopsi inovasi sebagai mediator terhadap keberlanjutan sosial para pengguna teknologi mikrohidro di D.I. Yogyakarta; dan (3) merumuskan strategi komunikasi yang dilakukan terhadap para pemangku kepentingan teknologi mikrohidro di D.I. Yogyakarta berdasarkan data kuantitatif dan kualitatif. Penelitian yang dilakukan merupakan penelitian non-eksperimental berupa survei lapangan dengan metode penelitian kuantitatif yang memperhitungkan sampel target populasi dan melakukan wawancara kuesioner, yang diperkaya penelitian kualitatif yang menggunakan wawancara mendalam. Penelitian ini tidak melakukan survei lintas seksi dan data dikumpulkan dengan metode sensus menggunakan kuesioner kuantitatif. Penelitian ini mengambil sampel sejumlah 99 orang kepala keluarga para pengguna teknologi mikrohidro di D.I. Yogyakarta dengan sebaran 58 orang di Pedukuhan Blumbang, 37 orang di Pedukuhan Kedungrong, dan empat orang di Pedukuhan Jarakan di D.I. Yogyakarta. Penelitian dilakukan dalam tahap pengambilan sampel data primer dan sekunder pada Juli hingga Agustus 2024. Proses analisis data yang dilakukan menggunakan program komputer MPlus ialah analisis kesesuaian isian kuesioner dengan Confirmatory Factor Analysis (CFA), analisis hubungan pengaruh antar-variabel dengan structural equation modelling, dan analisis persentase respon per item variabel dalam indeks transformasi menggunakan software Microsoft Excel. Proses analisis data tersebut, komparasi hipotesis, hingga penarikan kesimpulan serta penyusunan strategi komunikasi dilakukan pada Agustus hingga Oktober 2024. Indeks transformasi variabel tingkat adopsi inovasi secara rerata termasuk kriteria rendah. Kriteria rendah ini bermakna bahwa para kepala keluarga pengadopsi inovasi teknologi mikrohidro di Pedukuhan Kedungrong, Blumbang, dan Jarakan secara umum merasa bahwa mereka tidak mengadopsi teknologi mikrohidro secara total guna memenuhi kebutuhan listrik mereka. Dimensi intensitas adopsi inovasi memiliki kategori rendah yang bermakna bahwa para kepala keluarga pengadopsi inovasi teknologi mikrohidro tersebut secara umum merasa bahwa mereka tidak melakukan pengadopsian teknologi mikrohidro dengan intensitas yang tinggi. Dimensi waktu adopsi inovasi memiliki kategori rendah yang bermakna bahwa para kepala keluarga pengadopsi inovasi teknologi mikrohidro tersebut secara umum merasa bahwa mereka tidak melakukan pengadopsian teknologi mikrohidro dalam jangka waktu yang relatif singkat. Tiga variabel prediktor yaitu atribut inovasi yang dipahami, saluran komunikasi, dan karateristik individu tidak berpengaruh signifikan terhadap mediasi tingkat adopsi inovasi kepada keberlanjutan sosial. Tiga variabel prediktor lainnya yaitu pengambilan keputusan inovasi, intensitas promosi agen perubahan, dan eksistensi norma sosial masyarakat sebaliknya berpengaruh signifikan terhadap mediasi tingkat adopsi inovasi kepada keberlanjutan sosial. Faktor yang berpengaruh paling signifikan terhadap mediasi tingkat adopsi inovasi kepada keberlanjutan sosial adalah eksistensi norma sosial masyarakat meskipun pengaruhnya negatif. Pengaruh negatif ini dimaknai bahwa semakin tinggi tingkat adopsi inovasi yang terjadi semakin menekan keberlanjutan sosial yang terbangun. Faktor yang berpengaruh positif paling signifikan terhadap mediasi tingkat adopsi inovasi kepada keberlanjutan sosial adalah intensitas promosi agen perubahan. Pengaruh positif ini dimaknai bahwa semakin tinggi tingkat adopsi inovasi yang terjadi semakin meningkatkan keberlanjutan sosial yang terbangun. Perencanaan strategi komunikasi terhadap pemangku kepentingan mikrohidro di Pedukuhan Jarakan, Pedukuhan Kedungrong, dan Pedukuhan Blumbang dirancang dengan mempertinbangkan faktor-faktor pengambilan keputusan inovasi, intensitas promosi agen perubahan, dan eksistensi norma sosial masyarakat. Hal ini menjadi pertimbangan karena akan memberikan hasil lebih efektif dalam proses komunikasi inovasi. Strategi komunikasi yang disusun berbasis konsep logic model dengan mengadaptasi format yang digunakan oleh Yayasan W.K. Kellogg.

Kata kunci : mikrohidro, tingkat adopsi inovasi, keberlanjutan sosial, strategi komunikasi

JULIAN NUGROHO. Innovation Communication in Microhydro Technology Utilization Adoption in Yogyakarta. Supervised by SUMARDJO, ANNA FATCHIYA, and DWI RETNO HAPSARI.

Renewable energy was energy source with highest pace of growth in the world which was projected to be achieved in years of 2012-2040 period. Its annual consumption increased by average of around 2.6 percent (Pugalendhi et al. 2024). Sato et al. (2017) stated that Indonesia was one of the most active nations in rural-based electricity promotion by micro-hydro. The urgent improvement necessity was its projects’ performance documentation in order to keep balance between vast micro-hydro power installations. The implemented programs were mostly failing to pay proper attention to cultural and social issues of their target communities. This situation gave impact to the low acceptance or even rejection from the adopter candidate communities (Sato et al. 2017). Communication role in development should be connected with change direction that provided possibilities for delivered communication activities to anticipate movement or development (Rogers 2003). This research aimed to : (1) analyze rate of adoption of innovation of the micro-hydro technology adopters in Yogyakarta; (2) analyze factors that influenced rate of adoption of innovation as mediator to social sustainability of the micro-hydro technology adopters in Yogyakarta; and (3) design formula of communication strategy that would be dedicated to micro-hydro technology adopters in Yogyakarta which was based on qualitative and quantitative data. This conducted research was non-experimental research that utilized field survey with quantitative research that measured population target samples and questionnaire-based interview activities, which were enriched by qualitative research that emphasized indepth interview. This research did not conduct cross section survey and the data was collected by census method with quantitative questionnaires. This research took samples of 99 people of household head who adopted micro-hydro technology in Yogyakarta. Its distributions were 58 people in Blumbang Village, 37 people in Kedungrong Village, and four people in Jarakan Village in D.I. Yogyakarta. Primary and secondary data samples collection phase of this research was conducted in July until August 2024. Data analysis processes were questionnaire content relevancy analysis by Confirmatory Factor Analysis (CFA), inter-variables influence relation analysis by structural equation modeling by MPlus computer software, and response per variable item percentage analysis in transformation index by Microsoft Excel computer software. All of the processes of data analysis, hypothesis comparison, communication strategy design, until conclusion framing was conducted in August until October 2024. The transformation index of rate of adoption of innovation variable indicated a low rank category in average. This low rank category meant that the household heads who adopted micro-hydro technology generally did not consider themselves as adopters who totally utilized micro-hydro technology. Dimension of innovation adoption intensity was considered as low rank category. It meant that the household head adopters did not consider themselves as adopters who intensivelly utilized high frequency micro-hydro technology. Dimension of innovation adoption duration was considered as low rank category. It meant that the household heads adopters generally did not consider themselves as adopters who utilized micro-hydro technology in short-term utilization period. Three predictor variables that impacted no significant influences against rate of adoption of innovation mediation to social sustainability were perceived attribute of innovation, communication channel, and individual characteristics. Other three predictors that impacted significant influences against rate of adoption of innovation mediation to social sustainability were innovation desicion, intensity of agent of change promotion, and existence of communitiy’s social norms. The most significant influential factor against the mediation of rate of adoption of innovation to social sustainability was the existence of communitiy’s social norms, in spite of its negative influence. The negative influence was understood as the higher of the rate of adoption of innovation, it would penetrate into the lower social sustainability which was resulted. The most positive significant influential factor against the mediation of rate of adoption of innovation to social sustainability was the intensity of agent of change promotion. The positive influence was understood as the higher of the rate of adoption of innovation, it would also improve into the higher social sustainability which was resulted. Communication strategy planning to be introduced to micro-hydro stakeholders in Blumbang, Kedungrong, and Jarakan Village was designed with consideration of factors of innovation desicion, intensity of agent of change promotion, and existence of communitiy’s social norms. This approach was favorably selected because of its higher success possibilites to effectively gain expected result in innovation communication process. The planned communication strategy was based on logic model concept by adaptation to Kellogg Foundation format.

Keywords : microhydro, rate of adoption of innovation, social sustainability, communication strategy