Kliwon Hidayat, Arif Yustian Maulana Noor, Setiyo Yuli Handono
Purpose: The study aims to investigate the connections and interactions of the melon farmers in the social network related with greenhouse adoption for the cultivation. Design/Methodology/Approach: This research employed the Social Network Analysis (SNA) approach from the field survey data in the dry-land areas in Indonesia. Findings: The study results indicate the presence of polarity within the social networks of farmers. The proliferation of innovations is motivated by individuals who actively develop their skills and knowledge, employing a combination of experimentation and online resources to enhance their capabilities. Dissemination is a result of the extensive collaboration among farmers who are located near each other. In addition, the trust and connection among farmers who have successfully experimented and achieved results fosters a collaborative and knowledge-sharing environment. Practical Implications: The results of this study provide implications for appropriate rural extension and community development strategies. Theoretical Implications: This research broadens the scope of innovation diffusion theory by examining social networks and their role in the proliferation of modern agricultural cultivation technology in marginalized areas. Originality/Value: The study presents empirical evidence that highlights the successful adoption of modern agricultural cultivation technologies by fringe groups. It emphasizes the significance of locally established, self-sustaining social networks in facilitating this proliferation, marking the novelty of this study, especially in developing countries. © 2024 Wageningen University.
Department of Socio Economic, Faculty of Agricultural, Universitas Brawijaya, Malang, Indonesia
