Effect of the quality of agricultural extension services on tobacco farmers satisfaction and the adoption of tobacco cultivation practices In Central Java

This study integrates the SERVQUAL approach, farmer satisfaction, and innovation adoption theory to explain how the quality of agricultural extension services influences the adoption of tobacco cultivation practices in Central Java. The study was conducted using a quantitative approach via a survey method. Data were collected from October to December 2025, involving 648 tobacco farmers from 28 districts in Central Java Province. Respondents were selected from farmer groups that received extension services and tobacco cultivation assistance from the Central Java Provincial Agriculture and Plantation Service. Primary data were obtained through questionnaires and interviews, while secondary data were derived from official documents related to the extension program. Subsequently, the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test validity, reliability, relationships among latent variables, as well as direct and indirect effects within the research model. The results indicate that the adoption of tobacco cultivation is directly influenced by the reliability and empathy of extension workers, while physical evidence, responsiveness, and assurance do not have a direct effect. Through farmer satisfaction as a mediating variable, empathy, assurance, and responsiveness were found to have a significant effect on adoption, indicating that farmer satisfaction plays a crucial role in strengthening the acceptance and implementation of recommended cultivation practices.