This study aims to determine the characteristics of farmers who apply and do not apply the innovation of organic rice, know the decision-making process, know the level of application of innovative organic rice, and the relationship between farmer characteristics and level of application. This research was conducted on 75 semi-organic farmers and 29 non-organic farmers. Data is collected through observation and interviews. The results showed that the characteristics of farmers who did not apply were not much different from those that applied. Farmers have a young age category and most complete elementary school. The decision-making process is carried out through several stages: at the knowledge stage farmers seek information from one source, namely extension agents. The initial impression of farmers was interested in the innovation of organic rice because it was profitable. After entering the stage of persuasion, farmers consider innovation according to their circumstances because they have their own livestock. But there are farmers who consider organic rice cultivation complicated. At the stage of decision making, decisions are taken by the farmers themselves and at the confirmation stage there are farmers who apply continuously and some change their decisions. The level of innovation implementation of organic rice is included in the high category. The characteristics of formal education have a fairly strong and positive relationship with the level of application. While age, formal education, training intensity, extension intensity, land area, farming experience, and the number of family members have a very weak relationship with the level of implementation.This study aims to determine the characteristics of farmers who apply and do not apply the innovation of organic rice, know the decision-making process, know the level of application of innovative organic rice, and the relationship between farmer characteristics and level of application. This research was conducted on 75 semi-organic farmers and 29 non-organic farmers. Data is collected through observation and interviews. The results showed that the characteristics of farmers who did not apply were not much different from those that applied. Farmers have a young age category and most complete elementary school. The decision-making process is carried out through several stages: at the knowledge stage farmers seek information from one source, namely extension agents. The initial impression of farmers was interested in the innovation of organic rice because it was profitable. After entering the stage of persuasion, farmers consider innovation according to their circumstances because they have their own livestock. But there are farmers who consider organic rice cultivation complicated. At the stage of decision making, decisions are taken by the farmers themselves and at the confirmation stage there are farmers who apply continuously and some change their decisions. The level of innovation implementation of organic rice is included in the high category. The characteristics of formal education have a fairly strong and positive relationship with the level of application. While age, formal education, training intensity, extension intensity, land area, farming experience, and the number of family members have a very weak relationship with the level of implementation.