Hybrid Agricultural Extension as an Inclusive Communication Strategy for Supporting Smart Agriculture: Evidence from Rural Indonesia
DOI:
https://doi.org/10.25015/22202670626Keywords:
agricultural extension, digital technology adoption, hybrid extension, rural communication, smart agricultureAbstract
Agricultural extension is undergoing significant transformation as digital technologies become increasingly integrated into agricultural innovation systems. However, empirical comparisons of conventional, digital, and hybrid extension approaches within the same rural context remain limited, particularly in developing countries. This study compared the effectiveness of these three extension models, identified barriers to digital technology adoption, and examined socio-demographic factors influencing farmers' adoption of digital agricultural technologies in Pasuruan Regency, Indonesia. An explanatory sequential mixed-methods design was employed, involving 100 farmers and 10 extension workers; quantitative data were analysed using descriptive statistics, one-way ANOVA, paired-sample t-tests, Pearson correlation, and multiple linear regression, while qualitative data were examined through thematic analysis. The hybrid model achieved the highest effectiveness score (4.67 ± 0.32), significantly outperforming conventional and digital approaches (F(2,97) = 28.46, p < 0.001), with participating farmers showing greater improvements in knowledge, productivity, and work efficiency. Education, digital literacy, and trust in extension workers were positively associated with technology adoption, whereas age showed a negative association. The findings indicate that hybrid agricultural extension is a more inclusive communication strategy that integrates interpersonal interaction with digital learning, strengthening agricultural innovation systems and supporting smart agriculture. These findings provide empirical evidence supporting hybrid extension as a sustainable communication model for accelerating smart agriculture adoption in developing countries.
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