WILLINGNESS TO PAY (KESEDIAAN MEMBAYAR) KONSUMEN SAYUR ORGANIK DI KOTA MALANG DAN FAKTOR YANG MEMPENGARUHINYA

Abstract

Willingness to pay (WTP) is defined as the amount a consumer is willing to pay to obtain a good or service. Organic vegetables are vegetables that are produced without the use of chemicals that can harm health and the environment. Along with increasing public awareness of health, organic products in Indonesia now have their own market including organic vegetables. From year to year, the potential demand for organic products continues to increase, but the marketing of organic products is constrained by the perception of prices that are more expensive than non- organic vegetables. To find out the maximum limit that can be paid by consumers, an analysis is needed, namely the willingness to pay analysis to measure the maximum strength that consumers can pay for organic vegetable products. The purpose of this study was to determine the average value of WTP for organic vegetables. This research was conducted in 3 supermarkets located in Malang City, namely Superindo, Lay-lay Market and Ranch Market with the Accidental Sampling method with a sample of 60 respondents. The data analysis method used is CVM (Contignent Valuation Method) analysis. The results of this study indicate that out of a total of 60 respondents 57 of them are willing to pay if there is a price increase, and 3 others are not willing to pay if there is a price increase. The results of the calculation of the WTP value show the EWTP value of Rp.5,755, which means that 57 respondents are willing to pay for organic vegetables if there is a price increase with a maximum price increase of Rp. 5,755/200 Gr from the previous price of Rp.5,000/200 Gr.Keyword: Willingness To Pay; organic vegetable; average WTP