The objective of this paper is to identify the factors that determinethe adoption of direct soybean planting technology in the state of Goias,Brazil. The methodology used to ascertain those factors is based in theMaximum Likelihood estimate of the "lo git" model. It is verified thatthe variables "training," "profitability," "area," "productivity," "capitalstock," and "investment" determine the adoption of the technology ofdirect-planting, with the "training" and "profitability" variables havingthe greatest affect.