Urbanization processes in many developing countries is unavoidable. This kind of process is associated with the conversion of large areas of agricultural land into nonagricultural uses has been a common trend in those countries, including Indonesia. This trend emerges proliferation of conflicts between maintaining farming land to guarantee food security and urbanization as well as employment opportunities. The demand for conservation of farming land to industrial or residential uses has affected methods of rural people to release their land ownership for urban development. This paper aims to analyze determinant of decision making of rural people in Singosari and Karangploso, Malang regency, to change their land possession to urban people or investors for non-agricultural land purposes. The method of this paper is using an analytical hierarchy process(AHP) approach to identify a main factor of people preference for releasing land ownership from agricultural purposes to other ones. The result of this research showed us that income that has been earned of agricultural sector is less than expected. Another factor is the gotong royong characters in rural area have gone slowly but sure in Singosari sub regency, while wide urban development is in progress.