INFLUENCE OF AGRICULTURE COUNSELING AGENT’S PERFORMANCE AND SMART FARMING TECHNOLOGY USAGE ON FARMERS' BEHAVIOR

This study examines the influence of agricultural counseling performance and smart farming technology on farmer behavior in Luwu Regency, Indonesia. The region, known for its significant agricultural activities, provides a suitable context for this research. Employing a quantitative approach with Structural Equation Modeling (SEM), the study involves 100 purposively sampled farmers actively engaged in extension activities and using agricultural technology. Data collection was conducted through a validated and reliable Likert-scale questionnaire. The findings reveal that both agricultural counseling performance and smart farming technology usage significantly improve farmer behavior, contributing to better farm management and increased agricultural productivity. Potential biases from purposive sampling were mitigated through diverse sample selection, data triangulation, and rigorous statistical analysis. These results highlight the importance of effective extension services and modern technology in enhancing agricultural practices and farmer welfare in Luwu Regency.