Factors Influencing Farmers' Satisfaction towards Printed Media for the Technology Transfer of Turmeric Production in Paphayom District, Phatthalung Province
DOI:
https://doi.org/10.14456/jare-mju.2025.38Keywords:
satisfaction, media, technology transfer, turmeric, PhatthalungAbstract
This research, which involved 86 cases was aimed to study general information, satisfaction levels with printed media, and factors influencing satisfaction with printed media in transfer of turmeric production technology among farmers in Paphayom district, Phatthalung province. The turmeric grown in these areas has curcuminoid and essential oil content that exceeds standard values compared to turmeric produced in other regions. The research was conducted from June 2024 to November 2024. The instruments used for data collection were questionnaires. Data analysis used descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, including stepwise multiple regression analysis. The results of the study found that: 1) Most farmers were female (76.74%), had an average age of 51.14 years, had completed junior high school (50.00%), were married (60.77%), and had an average experience in turmeric cultivation of 10.80 years; and 2) Turmeric farmers were highly satisfied with printed media for transferring turmeric production technology (average 4.30). When considering satisfaction in each aspect, it was found that turmeric farmers were most satisfied with printed media in all aspects, namely media quality (mean 4.37), media content (mean 4.27), and media illustrations (mean 4.25). The results of the stepwise multiple regression analysis revealed that gender, specifically being female, had a statistically significant influence (at the 0.05 level) on farmers' satisfaction with printed media used for technology transfer in turmeric production in Paphayom district, Phatthalung province.
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