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All Journal Jurnal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism)
NI LUH PRIMA KEMALA DEWI
Program Studi Agribisnis, Fakultas Pertanian, Universitas Udayana
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences

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Analisis Kesediaan Membayar WTP (Willingness To Pay) Konsumen terhadap Berbagai Jenis Beras Organik di Kota Denpasar (Studi Kasus Toko Satvika Bhoga Sanur) PUTU PUTRI KUSUMAWICITRA; NI LUH PRIMA KEMALA DEWI; I GUSTI AYU AGUNG LIES ANGGRENI
Jurnal Agribisnis dan Agrowisata (Journal of Agribusiness and Agritourism) Vol.11, No.2, Desember 2022
Publisher : Agribusiness Study Program, Faculty of Agriculture, Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/JAA.2022.v11.i02.p30

Abstract

Analysis of Consumer Willingness to Pay for Various Types of Organic Rice in Denpasar City (Case Study at Satvika Bhoga Shop, Sanur) Currently, the need for organic rice is increasing along with changes in people's lifestyles that are healthier. The relatively expensive price of organic rice triggers consumer attraction that forms the segmentation of the organic rice market and consumer behavior in buying or paying for organic food products above the selling price of non-organic food. This study aims to describe consumer market segmentation, analyze consumers' willingness to pay for organic rice and analyze the factors that influence consumers' willingness to pay for organic rice. Analysis of the data used is descriptive analysis, Contingent Valuation Method dan Structural Equation Model-Partial Least Square. The sample in this study were 150 respondents who are consumers of Satvika Bhoga Shop in Sanur. The results showed that the consumer market segmentation in demographic segmentation is more likely to make a major contribution in determining the value of Willingness to Pay. Somya Pertiwi Red Organic Rice is the most popular with an average WTP value of Rp6.720 per kg. The variables of income, product quality, product price, product safety and lifestyle have a positive and significant effect on Willingness to Pay for various types of organic rice at the Satvika Bhoga Shop in Sanur. Based on the original sample value, the research shows that the factor that most influences Willingness to Pay is product security.
Co-Authors I Dewa Ayu Sri Yudhari I GUSTI AYU AGUNG LIES ANGGRENI I KADE ASTAMA I Ketut Surya Diarta I MADE PUTRA ARIMBAWA I Nyoman Gede Ustriyana I WAYAN WIDYANTARA MADE RISKI DWI SAPUTRA MATHEUS FRYNARDO KEUKAMA NI KADEK JIWI AYUNINGSIH NI LUH PUTU SRI MAHADEWI NI MADE DWI HANDAYANI NI WAYAN PUTU ARTINI NI WAYAN RUSTARINI PUTU PUTRI KUSUMAWICITRA RATNA KOMALA DEWI