Abstract
This study aims to determine the influence of decision making of farmers choosing rice varieties on rice productivity levels. The data analysis method used in this study is descriptive and quantitative analysis. This research was conducted in Bangun Rejo Subdistrict, Central Lampung Regency. The number of respondents in this study was 73 samples. The data used is primary and secondary data. The data analysis in this study was conducted with multiple linear regression tests. The results showed that the decision-making process of choosing rice varieties by farmers is done by considering several things, namely the suitability of varieties to the needs of farmers, the suitability of varieties with the experience of farmers, the level of complexity in the application of varieties, as well as the relative advantages of varieties. The decision-making of farmers choosing rice varieties positively affects 90.4 percent of rice productivity. The more appropriate farmers choose rice varieties that suit the needs, conditions of the land, type and intensity of pest attacks in the area, it will support the acquisition of high productivity.
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