13 pages, Food security in Indonesia faces challenges due to declining domestic rice production; therefore, technological innovation is required to increase rice productivity. This study focuses on the IPB 3S rice variety, which has productivity advantages of up to 11.23 tons/ha and disease resistance. Despite these advantages, farmers’ adoption of this variety remains low. This study aimed to analyze the benefits, barriers, and communication strategies that can accelerate the adoption of IPB 3S. This research uses a mixed approach, namely a quantitative method through a questionnaire administered to 56 farmers in Karawang, as well as a qualitative method through in-depth interviews and Focus Group Discussion (FGD). The results showed that the main benefits of IPB 3S were increased yield (average 3.70) and disease resistance, but the obstacles included limited seed distribution, relatively low selling prices, and technical difficulties, such as the grain threshing process. Recommendations include strengthening the seed distribution network through cooperation between universities, the government, and producers; improving the quality of rice to increase market attractiveness; and developing supporting technologies such as appropriate harvesting tools. In addition, communication strategies through counseling and digital media need to be optimized to accelerate adoption. The implementation of these measures is expected to support national food security and improve farmers’ welfare.
