The Effectiveness of Agricultural Extension Communication on Coconut Farmers Behavior Change in Farm Management in Enok District, Indragiri Hilir, Riau

Authors

  • Reni Rahayu  Mercu Buana University, Department of Communication Sciences, Jakarta, Indonesia
  • Emilia Bassar  Mercu Buana University, Department of Communication Sciences, Jakarta, Indonesia

DOI:

https://doi.org/10.32628/IJSRST52411157

Keywords:

Agricultural Extension, Communication Effectiveness, Behavior Change, Coconut Farmers, Communication Media, Information Sources.

Abstract

This research evaluated the effectiveness of agricultural extension communication in influencing the behaviour change of coconut farmers in farm management in the Enok District, Indragiri Hilir, Riau. The research employed a quantitative method, utilizing a questionnaire as the primary instrument, with a sample size of 100 coconut farmers in the Enok District. The results indicate that farmers' interactivity during extension sessions is influenced by the relevance of the material to their needs. The communication media, information sources, and messages the extension officers convey significantly impact communication effectiveness. Overall, the effectiveness of agricultural extension communication in the Enok District is positive, with most farmers providing positive feedback on the team's abilities, message relevance, and media used. Hypothesis testing results reveal a significant improvement in the effectiveness of agricultural extension officers after the intervention, reflecting their ability to present relevant material that motivates farmers' behaviour change. These findings provide a basis for recommending a more active and strategic role for agricultural extension officers in designing and delivering extension programs. The success of these programs is also reflected in the tangible actions adopted by farmers, such as implementing better farming techniques and adopting more sustainable farm management practices. This research provides in-depth insights into the factors influencing the effectiveness of agricultural extension communication and contributes to the research literature in this field.

References

  1. Yusriadi, I. N. (2022). Agricultural Extension & Communication Module. Yogyakarta: Deepublisher.
  2. Bahua, & Ikbal, M. (2016). Performance of Agricultural Extension Workers. Deepublish.
  3. Prabawa, B. A. (2020). The Relationship of Extension Communication Strategy with the Behavior of Subak Sarwa Ginger Farmers is in Tar Village, Tegallalang District, Gianyar Regency. Bandung: Nilacakra.
  4. Syaifudin, T. M. (2017, August). Retrieved from Kompas.com:https://ekonomi.kompas.com/read/2017/08/09/190000126/indonesia-kekurangan-28.000-%20penyuluh-pertanian.
  5. Eduka, T. G. (2021). Official Non-Teacher PPPk Module (Agricultural Extension 2021/2022). Organizations Across Nations. Beverly Hills, California: Sage Publications.
  6. Moss, S. L. (2012). Human Communication: Principles and Contexts. McGraw-Hill Education.
  7. Triyono, A. (2017). Effectiveness of Extension Communication in the Implementation of the Mandiri Nutrition Garden Program by Rumah Zakat. URECOL, 151-166.
  8. Purwatiningsih, S. D. (2021). The effectiveness of communication is shown by the condition of complementarity between communicants in general. Depok: Rajawali Buana Pustaka.
  9. Sugiyono. (2013). Quantitative, Qualitative, and R&D Research Methods. Bandung: ALFABETA.
  10. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes

Downloads

Published

2024-02-29

Issue

Section

Research Articles

How to Cite

[1]
Reni Rahayu, Emilia Bassar "The Effectiveness of Agricultural Extension Communication on Coconut Farmers Behavior Change in Farm Management in Enok District, Indragiri Hilir, Riau " International Journal of Scientific Research in Science and Technology(IJSRST), Online ISSN : 2395-602X, Print ISSN : 2395-6011,Volume 11, Issue 1, pp.534-543, January-February-2024. Available at doi : https://doi.org/10.32628/IJSRST52411157