Abstract
Infrastructure and housing development have resulted in more agricultural land being converted. The purpose of this study is to describe the characteristics of rice farmers that are affected by land conversion and to analyze the factors that affect land. The study method is quantitative with 206 respondents from proportionate stratified random sampling. Data analysis techniques using PLS and descriptive analysis. The result shows the characteristic of the farmers: the most of farmers latest education are from elementary schools, have low income (once of harvest period is Rp. 1.607.000); majorities of farmers have narrow field (0,23 ha): average of family members are 3; middle farming experience and sharecropper. Factors that affect to ricefield conversion consist of internal factors (age, education, income, the width of field, the member of family, sharecropper, agricultural business experience); external factors (the influence of the farmers around, heir system, investor); and policy factor (counseling and agricultural infrastructure).