| dc.description.abstract | Responden penelitian sebanyak 200 orang dengan pengumpulan data primer menggunakan kuesioner dilakukan pada bulan April – Juni 2024. Hasil penelitian berdasarkan analisis discrete choice experiment (DCE) diketahui bahwa konsumen menyukai kombinasi atribut sayur yang memiliki harga saat ini, berjenis organik, terdapat label pada kemasan dan pembelian secara online. Berdasarkan analisis willingness to pay (WTP) konsumen sayur organik bersedia membayar lebih tinggi untuk produk organik sebesar Rp5.890,8; memiliki/tercantum label sebesar Rp4.292,8; dan sebesar Rp2.992,4 pada pembelian secara online. Untuk analisis menggunakan metode contingent valuation method (CVM) diketahui harga rata-rata WTP pada bayam hijau (Rp 10.345), bayam merah (Rp 13.131), kangkung (Rp 11.546), pakcoy (Rp 11.604) dan selada keriting (Rp 13.646). Faktor-faktor yang dinyatakan berpengaruh signifikan terhadap nilai WTP konsumen sayur organik di Kota Bogor yaitu pendapatan, pendidikan, jenis kelamin, jumlah anggota keluarga, status pernikahan dan kesadaran terhadap kesehatan. Selain itu terdapat variabel yang tidak berpengaruh signifikan yaitu usia dan kesadaran terhadap lingkungan. | |
| dc.description.abstract | The research respondents were 200 people with primary data collection using questionnaires conducted in April - June 2024. The results of the study based on the discrete choice experiment (DCE) analysis show that consumers like a combination of vegetable attributes that have current prices, are organic, there are labels on the packaging and online purchases. Based on the willingness to pay (WTP) analysis, organic vegetable consumers are willing to pay more for organic products amounting to IDR 5,890.8; having / including a label of IDR 4,292.8; and IDR 2,992.4 for online purchases. For analysis using the contingent valuation method (CVM), it is known that the average WTP price of green spinach (IDR 10,345), red spinach (IDR 13,131), kale (IDR 11,546), pakcoy (IDR 11,604) and curly lettuce (IDR 13,646). Factors that are stated to have a significant effect on the WTP value of organic vegetable consumers in Bogor City are income, education, gender, number of family members, marital status and health awareness. In addition, there are variables that do not have a significant effect, namely age and awareness of the environment. | |
