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The strategy of developing agricultural equipment and machinery in the framework of utilizing agricultural mechanization innovation and technology is carried out by growing and developing the institutional system of Agricultural Equipment and Machinery Rental Service Unit (UPJA). In Banyuwangi Regency, the UPJA institution that is classified as UPJA is developing towards professionalism is UPJA Tani Makmur Gapoktan Surangganti, Rogojampi Sub-district. The purpose of this study was to determine the development strategy of UPJA Tani Makmur as an effort to increase the role of UPJA in supporting increased productivity and efficiency of rice farming. The determination of the research area is determined based on a purposive method. The research sampling method uses the expert system method. The analytical method used is the Force Field Analysis (FFA) method. The results of the analysis show that based on the Key Success Factors (FKK) of the Driving Forces and Restraining Forces in the FFA analysis, the appropriate. UPJA Tani Makmur development strategy, among others, are: UPJA Management must increase more intensive efforts to socialize the use of alsintan to farmers, by socializing to farmers the benefits and advantages of using Alsintan in rice farming, as well as socializing the UPJA service system provided to farmers using services alsintan of UPJA Tani Makmur, especially to members of the Surangganti Gapoktan. The next effort is to expand marketing around and outside the Rogojampi Sub-district which has a large potential market share.Keywordsâ€”Force Field Analysis, Strategiy, UPJA

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Development Strategy of Agricultural Equipment and Machinery Rental Service Unit (UPJA) in Supporting Rice Farming in Rogojampi Sub-district Banyuwangi Regency