FARMERS' MOTIVATION AND COMMUNICATION MODELS APPLIED FOR THE DEVELOPMENT OF BALI CATTLE

The purpose of this study was to analyze farmers' motivation toward the development of Bali cattle and the factors influencing their motivation, as well as to design a communication model to be applied during the farming of Bali cattle in Bali Province. The research location was selected using a purposive method. The population in this study was all Bali cattle farmers in Bali Province, while the sampling technique used stratified random sampling, taking a sample of 15 farmers from each district/city, resulting in a total sample size of 135 farmers. Data analysis in this study used qualitative and quantitative descriptive data analysis and was analyzed using SPSS. According to the study's findings, farmers' motivation for the growth of Bali cattle fell into the high group, with an average score of 3.76. The factors that influence farmers' motivation are age, formal education level, non- formal education level, number of family dependents, size of agricultural land ownership, farming experience, attitude, knowledge, skills, communication intensity, relationship with extension workers, relationship with other farmers, and price. The communication model applied while farmers raise Bali cattle in Bali Province is interactive, participatory, and collaborative.