The Role of Agricultural Extension Agents in the Marketing of 'Sang Mulyo' Banana Plantlets

Gumoyo Mumpuni Ningsih (Program Studi Agribisnis, Fakultas Pertanian-Peternakan, Universitas Muhammadiyah Malang)
Festy Putri Ramadhani (Program Studi Agribisnis, Fakultas Pertanian-Peternakan, Universitas Muhammadiyah Malang)
Wahid Muhammad Shodiq (Program Studi Agribisnis, Fakultas Pertanian-Peternakan, Universitas Muhammadiyah Malang)

Agriecobis : Journal of Agricultural Socioeconomics and Business
Vol. 8 No. 01 (2025): March

This study aimed to assess the influence of agricultural extension agents on farmers’ marketing decisions concerning the Sang Mulyo banana seed variety. The research involved 21 members of the Bumi Mulyo Farmer Group in Sidomulyo Village, Dampit District, Malang Regency. Multiple linear regression analysis was conducted to examine the impact of four distinct extension roles educator, innovator, mediator, and facilitator on the implementation of marketing strategies. The findings indicate that the roles of educator and innovator had a statistically significant positive effect on marketing decisions, whereas the roles of motivator and facilitator did not exhibit a significant influence.