211 JURNAL DARMA AGUNG, Vol. 30, No. 3, (2022) Desember : 211 - 225 ` ANALISIS PERILAKU MASYARAKAT DALAM PENJUALAN LAHAN PERTANIAN DI DESA TANJUNG ANOM, KECAMATAN PANCUR BATU, KABUPATEN DELI SERDANG Oleh: Novita Regina Sihite 1) Halim Qista Karima 2) Achmad Zaki Yamani 3) Fakultas Rekayasa Industri dan Desain, S1 Teknik Industri, Institut Teknologi Telkom Purwokerto 1,2) Jurusan Teknik Industri, Fakultas Rekayasa Industri dan Desain, Institut Teknologi Telkom Purwokerto 3) E-mail: 18106053@ittelkom-pwt.ac.id 1) halim@ittelkom-pwt.ac.id 2) zaki@ittelkom-pwt.ac.id 3) ABSTRACT Tanjung Anom Village has a big vision in accordance with the Deli Serdang Regency regional development plan as a food barn to support the realization of community food self-sufficiency, recently experiencing changes in land use so that it has the potential to be difficult to realize a food self-sufficiency village due to the reduced plantation area. The object of this research is to analyze the sale of agricultural land by using multiple linear regression method. The value of the determinant coefficient (R Square) is 0.674. That is, intention can be explained by subjective norms, perceived behavior control and attitude towards the behavior by 67%, while another 33% is explained by other factors. The value of 0.67 means that subjective norm, perceived behavior control and attitude towards the behavior towards intention are strongly correlated because 0.51 < 0.674 < 0.99. The factors behind the community selling agricultural land are subjective norms through the influence of the village head, family, and friends (neighbors). Perceived behavior control through the difficulty of the process of selling land. Attitude towards the behavior through profit and loss seen from the price. Keywords: Subjective norm, Perceived behavior control dan Attitude towards the behavior, Intention ABSTRAK Desa Tanjung Anom memiliki visi besar sesuai dengan rencana pembangunan daerah Kabupaten Deli Serdang sebagai lumbung pangan untuk mendukung terwujudnya swasembada pangan masyarakat, belakangan ini mengalami perubahan alih fungsi lahan sehingga berpotensi untuk sulit mewujudkan desa swasembada pangan karena luas lahan perkebunan yang berkurang. Objek penelitian ini adalah menganalisis penjualan lahan pertanian dengam mengunakan metode regresi linear berganda. Nilai koefisien determinan (R Square) adalah sebesar 0,674. Artinya, Intention dapat dijelaskan oleh subjective norm, perceived behavior control dan attitude towards the behavior sebesar 67%, sedangkan 33% lagi dijelaskan oleh faktor lain. Nilai 0,67 berarti subjective norm, perceived behavior control dan attitude towards the behavior terhadap intention berkorelasi kuat karena 0,51<0,674<0,99. Faktor-faktor yang melatar belakangi masyarakat menjual lahan