Home⇛Journal of Interdisciplinary Perspectives⇛vol. 3 no. 7 (2025)

The Influence of SMART Agri Radio on the Promotion and Profitability of Agribusiness in Davao Del Sur

John Wesley R. Fernandez | Luciano D. Nasibog, Jr.

Discipline: Agriculture

 

Abstract:

SMART Agri Radio is a community radio station of Davao del Sur State College established with the help of the Department of Agriculture. This quantitative, non-experimental research design was conducted to determine if there is a significant relationship between the extent of exposure to SMART Agri Radio programs and the influence of these programs in disseminating information and promoting profitability, as well as the perceived barriers and challenges hindering the optimization of radio broadcasting in Davao del Sur. This research was conducted with 229 respondents residing in Davao del Sur, utilizing a descriptive-correlational and descriptive-comparative research design, and a researchermade questionnaire. Data was computed and analyzed using statistical computing software. Respondents are primarily female, mostly young adults who are married farmers with completed secondary education and 5 to 10 years of experience in agriculture or agribusiness. The extent of exposure to SMART Agri Radio programs among listeners in Davao del Sur was favorable, indicating that respondents generally had a positive perception of the program. Most listeners tuned in from their homes for an hour or less, preferring content related to agriculture and agribusiness, particularly that hosted by their favorite program presenters. The level of influence of SMART Agri Radio programs in disseminating information and promoting agribusiness practices among listeners was found to be significant, with a perceived positive impact on profitability. A significant relationship was found between the extent of exposure to SMART Agri Radio programs and the influence of these programs on information dissemination and profitability. A significant relationship was also found between perceived barriers and challenges in radio broadcasting and their impact on profitability. Findings indicate that these barriers substantially hinder the optimization of radio broadcasting in Davao del Sur, thereby affecting the profitability of listeners. Addressing these challenges could improve the program's reach and effectiveness.



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