At present, there are more entrepreneurs into the school milk programme, but with the amount of milk consumed in the original. The number of patent applications to the individual practitioner is not consistent with existing capacity. Damage to entrepreneurs. The criteria for the allocation of the rights currently in use are not able to solve it. In order to reduce the damage and problems that have occurred with the entrepreneurs. Therefore it is necessary to study whether there are factors which should be taken into consideration in determining the criteria for allocation of rights. By taking the form of value, willingness to accept (WTA or Willingness to Accept) to apply. The study used a questionnaire at the end of closed and open-ended in order to collect information of those that attend the school milk project. Which consists of entrepreneurs that produce only pasteurized milk and pasteurized milk at all production operators and milk. U. h. t. A total of 77 queries it uses fictional events, assess the value (Contingent Valuation Method or CVM) is used to find the value of willing acceptance of entrepreneurs and information obtained from the questionnaire and analyze the factors involved in determining the criteria for allocation of rights. Then take that information and analyze results with regression analysis (Multiple Regression Analysis) is a plurinational. The results from this study found that factors that affect the value of willingness to accept (WTA) consists of. The term practitioner is used to transport milk (Distance) distribution rights (Quota) capacity (Capacity) and revenue (Income) from this model make. factors that should be taken into consideration in determining the additional criteria to allocate rights to school milk programme, which consists of the capacity and distance delivery of milk.
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