<![CDATA[Watermelon cultivation in Lombang Village often experienced price fluctuations and crop failures due to pest attacks. This study aimed to identify the factors that motivated farmers in watermelon farming and how these factors influenced their motivation in facing such challenges. The study employed a quantitative approach using multiple linear regression analysis and applied Maslow’s hierarchy of needs theory as a foundation to understand farmer motivation. The variables analyzed included age, education, land area, farming experience, and number of dependents. The population in this study consisted of 50 watermelon farmers in Lombang Village, with a sample of 34 farmers selected using simple random sampling. The results of the analysis showed that education, farming experience, and number of dependents had a significant influence on farmer motivation. Meanwhile, the variables of age and land area did not have a significant effect on farmer motivation]]>
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