The Role of Extension Workers and Farmers' Perceptions in Digitizing Rubber Marketing in Kuantan Singingi District, Indonesia

Due to Covid-19 restrictions on physical interaction, the marketing digitization system has grown rapidly and become popular on social media. Indonesia’s agricultural sector, which includes rubber as a mainstay commodity besides palm oil, has also been affected by this trend. Indonesia is the world’s leading rubber area, covering 3,826,191 ha, with Riau province alone accounting for 334,610 ha. Kuantan Singingi Regency has the largest rubber area in Riau, covering 29,617.32 ha, and the highest rubber prices in the district. This study aims to examine the role of extension workers in digitalizing rubber marketing and farmers’ perceptions of marketing digitalization. The survey was conducted in three sub-districts with the largest rubber plantation areas, and a sample of 80 people was taken by Proportional Random Sampling. The data were analyzed using the Likert Scale. The study found that extension workers play an important role in carrying out their duties and that farmers have a positive perception of digitalization in rubber marketing.