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All Journal EKONOMIS : Journal of Economics and Business JAS (Jurnal Agri Sains)
Sri Widayanti
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Kesediaan Konsumen Membayar Lebih untuk Produk Buah di Hokky Graha Family Isma Arifatul Rahma Putri; Sri Widayanti; Hamidah Hendrarini
Ekonomis: Journal of Economics and Business Vol 10, No 2 (2026): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i2.2658

Abstract

Demand for high-quality fruit in modern retail is rising, yet prices at a premium outlet such as Hokky Graha Family remain higher than those at comparable supermarkets. This study describes the socioeconomic characteristics of consumers and estimates their maximum average willingness to pay (WTP) for apples, grapes, and oranges. Primary data were collected from 50 consumers in December 2024 using accidental sampling. Consumer characteristics were analyzed descriptively, while WTP was estimated using the contingent valuation method with a bidding-game technique. The results show that 84% of respondents were willing to pay above the prevailing market price. Most consumers were women (80%), aged 25–64 years (62%), married (64%), high-school graduates (68%), private-sector employees (44%), and earned IDR 4–10 million per month (62%). Among respondents willing to pay a premium, average WTP was IDR 117,738.09/kg for apples (+14.8%), IDR 144,261.90/kg for grapes (+11.3%), and IDR 98,023.81/kg for oranges (+17.3%). Willingness to pay clustered at a 10% premium. The findings indicate limited room for price adjustment; increases above 20% sharply reduce the number of willing buyers.
ANALISIS PENGARUH SOSIAL MEDIA MARKETING, INFLUENCER MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS : KONSUMEN DURIAN DI KING GOVAL FARM, GRESIK) Firyal Saifana Nur; Dona Wahyuning Lailly; Sri Widayanti
JAS (Jurnal Agri Sains) Vol 8, No 1: Juni 2024
Publisher : Universitas Muara Bungo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36355/jas.v8i1.1304

Abstract

Artikel ini membahas pengaruh pemasaran media sosial, pemasaran influencer, dan citra merek terhadap keputusan pembelian, dengan menggunakan studi kasus konsumen durian di King Goval Farm di Gresik.Perkembangan teknologi telah membawa perubahan dalam tren sosial dan perilaku konsumen.Media sosial telah menjadi alat yang populer untuk pemasaran dan komunikasi, dengan jumlah pengguna yang besar di Indonesia. Pemasaran influencer adalah metode yang melibatkan penggunaan individu yang memiliki pengaruh di antara segmen konsumen target untuk mempromosikan merek. Citra merek penting untuk membangun reputasi positif dan menarik konsumen.Penelitian ini bertujuan untuk memahami karakteristik konsumen durian dan menganalisis dampak media sosial, pemasaran influencer, dan citra merek terhadap keputusan pembelian di King Goval Farm.Pemasaran media sosial menggunakan platform online untuk mempromosikan produk dan layanan.Pemasaran influencer melibatkan penggunaan ahli industri atau individu yang dipercaya untuk mempromosikan produk.Citra merek mewakili persepsi dan keyakinan konsumen tentang sebuah merek. Keputusan pembelian melibatkan berbagai faktor seperti apa yang akan dibeli, kapan akan membeli, di mana membeli, dan bagaimana membayar. Metodologi penelitian meliputi pengumpulan data dari konsumen durian di King Goval Farm di Gresik.Ukuran sampel ditentukan berdasarkan aturan analisis Partial Least Squares (PLS).
Co-Authors Dona Wahyuning Lailly Firyal Saifana Nur Hamidah Hendrarini Isma Arifatul Rahma Putri