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ABSTRACT:

Discoveries and advances in the fields of communication, computer and internet technology have opened up new opportunities and encouraged the development of innovation in various sectors. This research aims to analyze the influence of optimism and discomfort on innovation among village operators in Bondowoso Regency. This research uses the Diffusion of Innovation theory, Cognitive Dissonance Theory, and Digital Natives Theory to analyze the relationship between the variables in the research. The population of this research is all 209 village operators in Bondowoso Regency, all of whom were used as research samples. The research results show that optimism and discomfort have a positive and significant effect on innovation in village operators in Bondowoso Regency, partially or simultaneously. These findings can help the Bondowoso Regency Community and Village Empowerment Service in increasing innovation achievements by paying attention to optimism and discomfort factors in village operators. This research also makes a significant contribution to filling the knowledge gap in this area. Future research is recommended to explore more deeply the context and population characteristics that can influence the influence of optimism and discomfort on innovation. Further exploration into the moderating and mediating factors that may influence this relationship could also be a valuable research direction.

KEYWORDS:

discomfort; innovation; village operator; optimism.

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