THE MOTIVATION OF FARMERS ON COFFEE PLANTS AGRI BUSINESS BASED ON AGRO-TOURISM IN KAYUMAS VILLAGE, ARJASA DISTRICT, SITUBONDO REGENCY
Kayumas Village is one of the largest coffee producers in Situbondo Regency, with an area of 1,024 hectares of smallholder plantations. Behind extensive plantations, there are still obstacles in the marketing of coffee in the form of the length of the marketing chain, thus causing the economy of farmers to remain in a low category. The weak economy is to see the level of motivation of farmers towards agro-based coffee agribusiness, which aims to reduce the marketing chain and improve the economy of farmers. The Research Method is by using multiple linear regression analysis. This research conducted on eight farmer groups, with a total sample of 91 respondents. The results of this study indicate age, education, and extension have a significant influence on agro-based coffee agribusiness motivation. While the land area and duration of farming have no considerable effect on agro-based coffee agribusiness motivation, thus to increase the motivation of farmers, the extension can be carried out which emphasizes three aspects both of the intensity of extension, the relevance of the material, and the competence of the instructor.