Perspektif Fishbein Model dalam Pengelolaan Pesan Persuasif Petani Agribisnis Pepaya Calina Melalui Media Sosial

Abstract

Social media as a means to obtain information and knowledge and build relationships / relational that has its own allure because of low cost, can reach space and time. Thus the message will easily reach the communicant, so that feedback can be obtained immediately. In accordance with the communication function one of which is to persuade the communicant to support the message conveyed by the communicator. So that the communicant acts like a message delivered by the communicator. In this case the communicator is a calina papaya farmer and the communicant is a farmer in general in Magelang, Central Java. But it does not rule out the possibility that farmers in general can become communicators when the conversation occurs. This study aims to determine the farmers in Magelang, Central Java in getting information on calina papaya agribusiness from the perspective of the fishbein model. The research method used is a qualitative method with an explorative study approach. The results showed farmers in the area of Magelang had been inspired and obsessed with social media messages about the agribusiness of calina papaya as a planting option by considering yields. Thus it means that calina papaya farmers have managed the message as in the perspective of the fishbein model regarding the calina papaya agribusiness through various social media. This study concluded that: (1). Persuasive messages are managed by showing visual evidence, delivery methods, systematic / ways to develop content, so that the message is organized and can be trusted. (2). Publish strong arguments using language that is easy to understand and focuses more on experience. (3). Practice involvement. This involvement can be an educational practice as well as being able to interact among the farmers of  calina papaya.