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

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.