Analysis Of Consumer Willingness to Pay (Wtp) For Processed Carp (Cyprinus Carpio) And Tilapia (Oreochromis Niloticus) Product Attributes in North Minahasa Regency - Longdong, florence V.; Sondakh, Srie J.; Aling, Djuwita R. R. (Jurnal Ilmiah PLATAX, 2025)
North Minahasa Regency has great potential for freshwater fish aquaculture development, particularly carp (Cyprinus carpio) and tilapia (Oreochromis niloticus). This research aims to analyze consumer willingness to pay (WTP) for processed freshwater fish product attributes and influencing factors. The study was conducted on 45 respondents at nine restaurants in Airmadidi, Kalawat, and Dimembe Districts using purposive and accidental sampling methods. Data analysis employed the Contingent Valuation Method (CVM) with bidding game approach and logistic regression. Results showed average consumer WTP for large-sized fried tilapia was IDR 78,400 (20.6% above market price), while large-sized grilled spicy carp was IDR 82,200 (18.5% above market price). Fish size and freshness attributes were the most significant factors affecting consumer WTP (p<0.05). Socio-economic factors significantly influencing WTP were income (p=0.012), age (p=0.028), and visit frequency (p=0.035). Aggregate WTP value indicates potential revenue increase of 15-20% for business operators if desired consumer attributes are met. Keywords: willingness to pay, carp, tilapia, contingent valuation, North Minahasa   Abstrak Kabupaten Minahasa Utara memiliki potensi besar dalam pengembangan budidaya ikan air tawar, khususnya ikan Mas (Cyprinus carpio) dan Nila (Oreochromis niloticus). Penelitian ini bertujuan menganalisis kesediaan konsumen membayar (Willingness to Pay/WTP) terhadap atribut produk olahan ikan air tawar serta faktor-faktor yang mempengaruhinya. Penelitian dilakukan pada 45 responden di sembilan rumah makan di Kecamatan Airmadidi, Kalawat, dan Dimembe menggunakan metode purposive dan accidental sampling. Analisis data menggunakan Contingent Valuation Method (CVM) dengan pendekatan bidding game dan regresi logistik. Hasil menunjukkan rata-rata WTP konsumen untuk ikan Nila goreng ukuran besar adalah Rp 78.400 (20,6% di atas harga pasar), sedangkan ikan Mas bakar rica ukuran besar adalah Rp 82.200 (18,5% di atas harga pasar). Atribut ukuran ikan dan kesegaran merupakan faktor paling signifikan yang mempengaruhi WTP konsumen (p<0,05). Faktor sosio-ekonomi yang berpengaruh signifikan adalah pendapatan (p=0,012), usia (p=0,028), dan frekuensi kunjungan (p=0,035). Nilai agregat WTP menunjukkan potensi peningkatan pendapatan pelaku usaha sebesar 15-20% jika dapat memenuhi atribut yang diinginkan konsumen. Kata kunci: willingness to pay, ikan mas, ikan nila, contingent valuation, Minahasa Utara.