Increase in rice production is continuously done to meet the demand for national rice. One of innovations that is widely applied, particularly in West Sumatera is salibu rice technology. A study is therefore necessarily conducted to investigate the preference of community, especially rice farmers in other regions. The study involved farmers as research sample was performed for three months (April - June 2020) in Samarang Subdistrict of Garut Regency which was aimed to: (1) describe farmer’s preference for innovation implementation of salibu rice technology, (2) analyze factors affecting farmer’s preference, and (3) design the strategy to increase farmer’s preference. A total of 51 samples of respondents were purposively determined by considering the limited number of farmers who implemented the technology of salibu rice. Data collection was done through direct interview using questionnaire that has been tested for its validy and reliability. Data were analyzed using descriptive statistics and multiple linear regression. Result of the study showed that farmer’s preference for innovation of salibu rice technology was categorized as moderate; demographic factors that affected farmer’s preference included education level, size of area, and cosmopolitan level; while the characteristics of innovation that determined farmer’s preference were relative advantage and high observability.

Keywords : Preference, Innovation, Salibu Rice, Multiple Linear Regression.