This research aims to analyze : (1) The determinants affecting rice production in rice production center area Muaro Jambi Regency, (2) Return of Scale conditions of rice production in rice production center area Muaro Jambi Regency, (3) Socio-Economy conditions of rice farmers in rice production center area Muaro Jambi Regency, (4) Prompt strategy to increase rice production in rice production center area Muaro Jambi Regency. The issues occur because low production of rice in Muaro Jambi Regency, whereas Muaro Jambi has the widest rainfed lowland area to cultivation. Rice is an annual crop and the most important staple food crops. Primary data was used for this study with the aid well-designed questionnaire to collect data from 100 purposively selected rice farmers. Purposive sampling procedure was used in selecting the respondents. Two districts as rice production center area in Muaro Jambi Regency were purposively selected from the region. In all, 100 rice farmers were purposively selected from four villages. Data analysis used multiple regression and Cobb-Douglass function to calculate efficiency of economy and decisive factors that affecting rice production. On the other hand, income level of farmers is intended to measure farmers’ prospensity. The last, SWOT analysis to analyze prompt strategy on increasing rice production in rice production center area Muaro Jambi Regency. The results show that : (1) Land area is the most significant factor in influencing rice production in rice production center area Muaro Jambi regency. While number of worker, seeds, and fertilizer have no significant effect to rice production, (2) Return of Scale condition of rice production level in rice production center area is in decreasing return to scale, (3) Socio-Economy condition of rice farmers in rice production center area Muaro Jambi regency is reflected by income level of farmers. The farmers’ income in Maro Sebo district is higher than Kumpeh district. In Maro Sebo is Rp 1.259.343.750, meanwhile in Kumpeh is Rp 194.468.750, (4) The prompt strategy to increase rice production is strength-threats, viz optimal utilization of land resources, enhancement competitiveness of farmers in producing quality harvest, institutional synergy of agricultural sector, and countermeasures of pests and disease.

Keywords: Rice Production, Farmer, Rainfed Lowland, Determinants of RiceProduction