The gap between extension agents’ interests and needs towards agricultural extension media

Agricultural extension media is one of the most important tools in agricultural extension activities. The purpose of this study was to analyze agricultural extension media that are considered important and needed by extension agents, as well as to analyze the level of gap between the level of interest and the need for agricultural extension media. The research location is in West Java Province which is limited by four districts representing the four agricultural ecosystem zones namely Bogor, Sukabumi, Ciamis and Indramayu Regencies. The research sample included 216 field agricultural extension agents from four different regencies. The collected data was then analyzed using the Importance Performance Analysis (IPA) technique. The findings revealed that agricultural brochures were the conventional media considered important and required by extension agents. WhatsApp is the digital media most important to extension agents, and cyber extension is the media most needed by extension agents.