Putri, Isma'Arifatul Rahma (2025) Willingness to Pay Konsumen Terhadap Pembelian Produk Buah-Buahan di Hokky Garaha Family. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Public awareness of health drives the demand for high-quality fruit, even though the price is often considered expensive. This study aims to analyze the magnitude of the Willingness to Pay value for fruits and analyze the factors that influence consumer Willingness to Pay for fruits. The research location is at Hokky Graha Family with a total of 50 respondents. The sampling method in this study uses a non-probability sampling method, namely accidental sampling. The analysis used to calculate the Willingness to Pay value uses the Contingent Valuation Method (CVM) and Structural Equation Modeling-Partial Least Square (SEM-PLS) to analyze the factors that influence Willingness to Pay. The results of this study show that the average value of consumer Willingness to Pay for apple products is Rp. 117,738.09, an increase of 14.8% from the market price, grapes are Rp. 144,261.9, an increase of 11.3% from the market price, and oranges are Rp. 98,023.8 experienced an increase of 17.3% from the market price. The variables of Service Quality, Social Media Marketing, Customer Knowledge, and Consumer Attitude have a significant positive effect on WTP. It is recommended that Hokky Graha Family management improve marketing by focusing on quality fruit, educating the benefits of fruit, competitive prices, as well as health promotions and special offers on high WTP value products to increase revenue and customer loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Isma Arifatul Rahma Putri | ||||||||||||
| Date Deposited: | 19 Aug 2025 07:13 | ||||||||||||
| Last Modified: | 19 Aug 2025 07:13 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41739 |
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