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All Journal JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis
Nabilasari, Melysa
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Consumer Preference and Willingness to Pay for Organic Broiler Chicken in Jabodetabek Nabilasari, Melysa; Harmini; Muflikh, Yanti Nuraeni
Jurnal AGRISEP JURNAL AGRISEP VOL 24 NO 01 2025 (MARCH)
Publisher : Badan Penerbitan Fakultas Pertanian, Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31186/jagrisep.24.01.231-250

Abstract

This study analyzes consumer preferences and Willingness to Pay (WTP) for organic broiler chicken in the Jabodetabek area. The discrete choice experiment (DCE) method analyzes consumer preferences and WTP based on relevant attributes that are in the market or similar to those in the market. The attributes analyzed were organic label, product form, freshness, taste, and price. These five attributes were selected based on a literature review. The study was conducted on 105 respondents who had experience buying and consuming it. Data were collected online from September to October 2024. The results showed that consumers prefer organic broiler chicken with organic labels, cuts/parts, fresh, and tasty. Conversely, high prices can decrease consumers' utility. Consumers are willing to pay IDR Rp96,883/kg more for organic broilers with organic labels, IDR 22,516/kg for cuts/parts, IDR 34,101/kg for fresh, and IDR 70,634/kg for tasty. This study emphasizes the importance of organic certification in increasing consumer confidence and the provision of organic broilers in practical and fresh forms. Producers and marketers are advised to prioritize product quality and convenience and develop marketing strategies highlighting the superior taste and health benefits of this product.
Agri Food Supply Chain Network: Kajian Literatur Sistematik Nabilasari, Melysa; Andriani, Nindi Silvia; Muflikh, Yanti Nuraeni
Jurnal Ekonomi Pertanian dan Agribisnis Vol. 9 No. 2 (2025)
Publisher : Department of Agricultural Social Economics, Faculty of Agriculture, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jepa.2025.009.02.10

Abstract

Penelitian ini bertujuan untuk menganalisis kondisi rantai pasok pangan komoditas pertanian dengan menggunakan pendekatan Food Supply Chain Network (FSCN). Metode yang digunakan pada penelitian ini adalah Systematic Literature Review (SLR) dengan menggunakan 28 artikel terkait. Hasil penelitian menunjukkan bahwa rantai pasok pangan komoditas pertanian memiliki sasaran pasar yang jelas, yaitu sebagian besar untuk memenuhi kebutuhan pasar lokal dan dalam negeri dengan sasaran pengembangan yang berfokus pada upaya dalam memperbaiki dan meningkatkan koordinasi, kolaborasi, kelancaran informasi serta pemanfaatan teknologi untuk meningkatkan produksi serta mutu produk. Rantai pasok ini memiliki 21 saluran pemasaran yang terdiri dari petani, distributor, manufaktur, retail, dan konsumen. Para anggota yang terlibat dalam rantai pasok pangan komoditas pertanian memiliki pola manajemen, kepemilikan sumberdaya, dan proses bisnis yang beragam. Secara umum, rantai pasok pangan komoditas pertanian telah berjalan dengan baik, yang dilihat dari nilai kinerja rantai pasok yang efisien dan sedang (average), walaupun dengan adanya perbaikan yang perlu dilakukan pada atribut reliabilitas dan responsivitas.
Co-Authors Andriani, Nindi Silvia Harmini Yanti Nuraeni Muflikh