Analysis of Taking Decision of Farmers in Choosing Rice Cultivars: Case of Pakel District, Tulungagung, Indonesia

Rice, one of the main crops in Indonesia, is the largest staple food. To increase national rice production, the government improved productivity and expanded rice fields including the attitudes and preferences of farmers to choose and use the right superior seeds. The study was conducted in Pakel Subdistrict, Tulungagung Regency, East Java Province in February 2019 to April 2019.The results showed that the farmers’ decision-making process for seeds was strongly influenced by price, yield, and resistance to pests and diseases. In addition to the promotion factor, the availability of seeds at the trader and product quality determines the stage of purchasing the seeds to be planted