STRATEGI DIFUSI INOVASI PUSKESMAS PURWOKERTO UTARA 2 DALAM DISEMINASI PROGRAM ANTENATAL CARE TERPADU

Purwokerto Utara 2 Health Center is conducting audiovisual innovations by utilizing Instagram and TikTok as socialization of integrated antenatal care checks. This research will focus on discussing the innovation diffusion strategy of the Purwokerto Utara 2 Health Center in the dissemination of an integrated antenatal care program that is in accordance with the elements of Everett M. Rogers' innovation diffusion, namely innovation, communication channels, time and social systems as well as sociotechnology models, health communication, new media. This study used a qualitative descriptive data collection method consisting of observation, interviews and documentation with purposive sampling. This study also tested the validity of the data by using triangulation of data sources and triangulation of theory. The results of the study show that the innovations carried out by the Purwokerto Utara 2 Health Center have gone well. The innovation acceptance process takes 3 months to understand and use the innovation. The adoption process does not experience complicated difficulties, it only needs adaptation to innovation. Based on the 7 selected informants, 6 informants adopted and 1 informant refused adoption because of the norms or social system they adhered to.