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INTRODUCTION Rice is one of the main crops in Indonesia which produces the biggest staple food, namely rice. The government is trying to increase national rice production by increasing productivity and expanding paddy fields. The technical aspect, the technology used is the use of superior seeds. The consumer purchasing decision process according to Kotler and Armstrong (2012) consists of five stages, namely (1) introduction of problems / needs; (2) information retrieval; (3) alternative evaluation; (4) purchasing decisions; (5) post-purchase behavior. According to Syamsiah et al (2015), the use of quality seeds is the first key to success in rice farming. The main factor that is considered in the development of improved rice varieties in an area is the attitudes and preferences of farmers to choose and use appropriate superior seeds. RESULTS AND DISCUSSION The characteristics of farmers in this study are 50-60 years old, most of the respondents&