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Penilaian penerimaan pembaca di Malaysia terhadap Agromedia sebagai sumber maklumat pertanian
(Evaluation of Malaysian readers acceptance towards Agromedia as source of information on agriculture)
Nurfarhana Abdullah, Syahirah Abd. Razak, Hazida Syima Hamazah dan Rosiah Hamzah
Kata petunjuk: Agromedia, majalah pertanian, penerbitan, sebaran maklumat pertanian

Abstrak
Penyampaian maklumat dan pemindahan teknologi pertanian adalah penting dalam memastikan bidang pertanian terus berkembang maju dan berdaya saing. MARDI telah menerbitkan Agromedia iaitu sebuah majalah pertanian popular dalam usaha menyebarkan maklumat dan teknologi pertanian terkini kepada kumpulan sasar. Kajian telah dilaksanakan bagi mengenal pasti profil pembaca dan menilai penerimaan pembaca terhadap persembahan dan isi kandungan Agromedia. Seramai 451 responden telah terlibat dan majoriti ialah bangsa Melayu, lelaki dan berkelulusan universiti. Pembaca utama Agromedia ialah usahawan, diikuti oleh tenaga pengajar, pelajar dan pesara. Secara umumnya lebih daripada separuh responden (58.7%) pernah melihat Agromedia di pesta buku/pameran, kedai buku MARDI dan seminar/persidangan. Mereka yang melihat Agromedia mempunyai keinginan yang tinggi untuk membacanya. Namun kajian mendapati lebih 59% responden menyatakan sukar untuk mendapatkan Agromedia. Majoriti responden berpuas hati dengan aspek persembahan fizikal dan isi kandungan, manakala ruangan teknologi pertanian menjadi pilihan utama mereka. Bagi memasarkan Agromedia, Penerbit MARDI mengamalkan strategi 4P, iaitu memperkukuhkan keunikan produk (persembahan fizikal dan kandungan majalah), harga yang berpatutan, lokasi pemasaran yang strategik dan meningkatkan promosi di kalangan pembaca berpotensi. Agromedia berpotensi untuk dipasarkan dengan lebih luas sebagai sumber maklumat pertanian di Malaysia.

Abstract
Dissemination of information and transfer of agriculture technology are important in ensuring the development and competitiveness of the agriculture sector in Malaysia. MARDI publish Agromedia, a popular agriculture magazine as an initiative to disseminate information and technology for various target groups. A study involving 451 respondents was carried out to identify the profile of Agromedia readers and to evaluate their acceptance on the magazine presentation and contents. Majority of the respondents were Malays, male and university graduates. The main readers of Agromedia were entrepreneurs, followed by academician, students and pensioners. Generally, more than half of the respondents (59%) have seen Agromedia at book exhibition, MARDI’s bookshop and seminar/conference. Those who have seen the Agromedia have the intention to read it. However, this study revealed that 59% respondents stated that Agromedia was not easily available. Majority of the respondent were satisfied with the physical aspect, and its contents, while agriculture technology column was the main preference. In order to market Agromedia effectively, MARDI Press has implied 4P marketing strategy, that is to strengthen its product uniqueness (physical appearance and content), competitive price, enhance its promotional effort and diverse marketing channels. Agromedia has the potential to be marketed widely as a source of agriculture information in Malaysia.

Copyright 2012 ©
Economic and Technology Management Research Centre,
MARDI Headquarters, Persiaran MARDI- UPM, 43300 SERI KEMBANGAN,
SELANGOR, MALAYSIA
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