Analisis Kesediaan Membayar (Willingness to Pay) Konsumen dalam Membeli Beras Organik pada Pasar Modern Kabupaten Gresik

Azzahra, Nur Azizah (2025) Analisis Kesediaan Membayar (Willingness to Pay) Konsumen dalam Membeli Beras Organik pada Pasar Modern Kabupaten Gresik. Undergraduate thesis, UPN "Veteran" Jawa Timur.

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Abstract

Rice is a food crop commodity that commonly consumed in Indonesia. Increasing public awareness of healthy lifestyles has made consumers’ more selective in choosing foodstuffs. This study aims to analyze the characteristics, the value of willingness to pay (WTP), and identify the factors that influence the purchasing decisions of organic rice. This research was conducted at Superindo in Gresik Regency, involving 58 respondents. Data analysis methods used descriptive analysis, contingent valuation method (CVM), and SEM-PLS using WarpPLS. The results showed that the majority of consumers who are willing to pay more for organic rice are female consumers aged 20-29 years with a bachelor's degree background, mostly working as state-owned enterprise employees with an income of Rp 6,000,000-9,000,000 and have consumed organic rice for the past year with a purchase frequency of once a month. The average WTP for white, brown, and black organic rice is Rp 38,315.5, Rp 42,069, and Rp 49,463, respectively. The factors that have significant influence on the purchasing decision of organic rice are personal factors and psychological factors. Keyword: Willingness to Pay, Organic Rice, Purchase Decision

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Rizkiyah, Noor	NIDN1120077401	noor.rizkiyah.agribis@upnjatim.ac.id
Thesis advisor	Hafi Idhoh Fitriana, Nisa	NIDN0021019601	nisa.hafi.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Zia Nur Azizah Azzahra

Date Deposited:

17 Jun 2025 05:01

Last Modified:

17 Jun 2025 05:01

URI:

https://repository.upnjatim.ac.id/id/eprint/38074