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The livestock subsector is one part of the agricultural sector that has the potential to be developed by Indonesian farmers. Many government programs support the development, one of them is UPSUS SIWAB (Upaya Khusus Sapi Betina Wajib Bunting). The technology that can be utilized to support the government program is Artificial Insemination. The application of Artificial Insemination technology needs to use the services of an inseminator where the services provided require a fee. Willingness or unwillingness of farmers to pay can be influenced by intrinsic factors which include age, education and farmers knowledge of Artificial Insemination. This study aims to determine the intrinsic factors that influence the Willingness to Pay (WTP) of farmers in implementing Artificial Insemination in Bali cattle. This research was conducted in Libureng District, Bone Regency. Data analysis uses multiple linear regression analysis. The analysis shows that intrinsic factors that influence the value of Willingness to Pay (WTP) are age, length of education, Knowledge of artificial Insemination (IB).