Analisis Willingness to Pay dan Determinannya Pelaku Usaha Bakso Kota Bekasi terhadap Daging Sapi Bersertifikat Halal

Abstract

Meningkatnya kesadaran masyarakat Muslim terhadap pentingnya sertifikasi halal mendorong pelaku usaha bakso menggunakan daging sapi bersertifikat halal meskipun menimbulkan biaya tambahan. Penelitian ini bertujuan menganalisis karakteristik pelaku usaha bakso, menghitung willingness to pay, dan menganalisis faktor-faktor yang memengaruhi willingness to pay terhadap daging sapi bersertifikat halal di Kota Bekasi. Penelitian menggunakan pendekatan kuantitatif dengan data primer dari 150 pelaku usaha bakso yang dianalisis menggunakan analisis deskriptif, regresi linier berganda, dan contingent valuation method. Hasil penelitian menunjukkan bahwa pelaku usaha membayar tambahan harga untuk daging sapi bersertifikat halal dengan nilai expected willingness to pay (EWTP) sebesar Rp9.366/kg dan rentang nilai tengah kelas willingness to pay Rp3.000 Rp23.000/kg. Hasil regresi menunjukkan bahwa religiositas, pengetahuan, pendapatan usaha, dan kualitas produk berpengaruh positif dan signifikan terhadap willingness to pay.

Growing awareness among the Muslim community regarding the importance of halal certification has encouraged meatball business owners to use halal-certified beef, despite the additional costs involved. This study aimed to analyze the characteristics of meatball business owners, calculate their willingness to pay, and analyze the factors influencing willingness to pay for halal-certified beef in Bekasi City. This study employed a quantitative approach using primary data from 150 meatball business operators, analyzed through descriptive analysis, multiple linear regression, and the contingent valuation method (CVM). The results indicate that business operators are willing to pay a premium for halal certified beef, with an expected willingness to pay (EWTP) of Rp9.366/kg and a mid-point class range of willingness to pay between Rp3,000 and Rp23,000/kg.. Regression results show that religiosity, knowledge, business income, and product quality have a positive and significant effect on willingness to pay.