A Study of Agricultural Biodynamic Innovation Diffusion

Abstract Online media has an advantage over other conventional media, such as television and radio, namely interactivity. This interactivity process causes two-way communication between users on social media. Although biodynamic techniques have long been discovered developed, their application is still not developed in Indonesia. study aims to discover how innovation spread through the of WhatsApp agricultural support communities. The theory used McMillan model. this research also diffusion from Rogers Willis’ three principles success one supporting theories. In addition, uses Three levels analysis: level audience engagement, interaction, message relationships. results showed four significant themes for user-to-user interactivity: innovation, socialization, consultation, information techniques. use eco enzymes Jakaba mushrooms focus group. instructors’ experts farmers’ experience applying play a role active group innovations.