Peran Karakteristik Petani dan Usaha Tani dalam Jaringan Komunikasi Interpersonal Agribisnis

Effective interpersonal communication is vital in agribusiness, yet integrated studies linking farmer and farming characteristics to network centrality remain limited.This study analyzes the influence of individual and farming characteristics on communication network patterns and maps actor centrality.Using a quantitative descriptive design, 58 rice farmers in Pidoli Dolok Village were surveyed.Data were analyzed using Social Network Analysis (SNA) via UCINET VI and SEM-PLS via SmartPLS.SNA results show a highly centralized network around key opinion leaders (R_07_R) and brokers (R_50_K).SEM-PLS results prove that both individual (β=0.356) and farming characteristics (β=0.701)significantly influence network centrality (R²=0.698).Farming characteristics exert the most dominant effect (f²=1.408).Strategies to strengthen agribusiness communication should prioritize developing farming capacity.