<![CDATA[The increasing diversity of insecticide products and farmers’ limited ability to assess product performance before application create challenges in selecting premium agricultural inputs. This study aims to examine the relationships between Perceived Efficacy, Brand Image, and Price with Premium Insecticide Adoption Intention among rice farmers, while investigating the moderating role of Harvest Risk Perception in these relationships. This study employed an explanatory quantitative approach with a cross-sectional research design. Data were collected from 300 rice farmers in Lamongan, Bojonegoro, and Tuban Regencies, Indonesia, using a combination of quota and purposive sampling techniques. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings reveal that Perceived Efficacy and Brand Image have positive and significant associations with Premium Insecticide Adoption Intention, indicating that expected product performance and brand-based evaluations contribute to farmers’ adoption decisions. Meanwhile, Price does not show a significant direct association with adoption intention. Furthermore, Harvest Risk Perception does not significantly moderate the relationships between Perceived Efficacy, Brand Image, and Price with Adoption Intention. The findings contribute to agricultural marketing and technology adoption literature by highlighting the importance of functional benefits and brand evaluation in farmers’ decision-making processes. Practically, the results suggest that agricultural input providers and extension agents should emphasize product performance evidence, technical information, and reliable brand communication to support informed adoption decisions.]]>
