| NIM | A1C014041 |
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| Namamhs | FADJRI HIDAYATI |
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| Judul Artikel | ANALISIS KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) BERAS ORGANIK DI JAKARTA BARAT |
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| Abstrak (Bhs. Indonesia) | Beras organik dianggap sebagai bahan pangan alternatif yang lebih sehat dibandingkan beras anorganik. Beras organik banyak dijual di supermarket maupun toko khusus produk organik yang ada di Jakarta Barat sehingga mudah dijangkau oleh konsumen. Akan tetapi, meskipun mudah dijangkau oleh konsumen, masih banyak konsumen yang terhalang untuk membeli beras organik karena harganya yang lebih tinggi dibandingkan beras anorganik. Penelitian ini bertujuan untuk: 1) Menganalisis nilai kesediaan membayar atau willingness to pay (WTP) beras organik; 2) Menganalisis faktor-faktor yang memengaruhi kesediaan membayar beras organik. Penelitian dilaksanakan di Jakarta Barat pada bulan Januari hingga April 2019. Sasaran penelitian ini adalah konsumen di Jakarta Barat yang pernah mengonsumsi beras organik dan berumur di atas 18 tahun. Pengambilan sampel dilakukan dengan metode accidental sampling yang melibatkan 80 orang responden. Analisis data yang digunakan adalah analisis deskriptif, Contingent Valuation Method (CVM) dan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa karakteristik responden yang pernah mengonsumsi beras organik mayoritas berlatar pendidikan sarjana, sudah menikah dan memiliki jumlah anggota keluarga 1 sampai 4 orang. Selain itu, mayoritas responden berumur 46 – 54 tahun, memiliki pekerjaan sebagai pegawai swasta dengan pendapatan rumah tangga di atas Rp7.500.000,00 dan mayoritas responden juga belum memiliki pengetahuan tentang nilai lingkungan yang secara tidak langsung dihasilkan beras organik. Kemudian, sebanyak 66,25 persen atau 53 orang responden bersedia membayar beras organik dengan harga di bawah Rp25.000,00 per kg. Nilai rataan WTP menghasilkan nilai sebesar Rp24.150,00 per kg yang menunjukkan harga maksimum yang bersedia responden bayarkan untuk beras organik. Faktor-faktor yang mempengaruhi nilai WTP secara positif dan signifikan pada tingkat kepercayaan 95 persen adalah pendapatan rumah tangga dan pengetahuan tentang nilai lingkungan. |
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| Abtrak (Bhs. Inggris) | Organic rice is claimed as one of staples food alternative choice which is healthier than non-organic rice. Organic rice is available in many modern retails and organic foods’ shops in West Jakarta so that it is affordable enough to be consumed. However, even though it is affordable for consumers, there are still many consumers who are hindered from buying organic rice because the price is higher than non-organic rice. The aims of study were to: 1) Analyze willingness to pay (WTP) for organic rice; 2) Analyze factors affected WTP value of organic rice. This study was conducted in West Jakarta during January to April 2019. The target of this study was consumers in West Jakarta who had consumed organic rice and were over 18 years old. This study involved 80 respondents which were intentionally selected based on their convenience and readiness to be interviewed. The data analysis used were descriptive analysis, Contingent Valuation Method (CVM) and multiple linear regression analysis. The results showed that the characteristics of respondents who had consumed organic rice were from undergraduate education, were married and had a family members less than 4 people. In addition, the majority of respondents’ age were 46 - 54 years old, have job as private employees with household incomes above Rp7.500.000,00 and the majority of respondents also didn’t have knowledge about environmental values which indirectly produced by organic rice. Then, 66,25 percent or 53 respondents were willing to pay for organic rice with the price under Rp25,000.00 per kg. The average value of WTP were Rp. 24,150.00 per kg which shows the maximum price that the respondents is willing to pay for organic rice. Factors that influence WTP value positively and significantly at the 95 percent confidence level were household income and knowledge of environmental values. |
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| Kata kunci | beras organik, kesediaan membayar |
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| Pembimbing 1 | Dr. Ir. Suyono, M.S. |
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| Pembimbing 2 | Ir. Tatang WIdjojoko, M.P. |
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| Pembimbing 3 | |
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| Tahun | 2019 |
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| Jumlah Halaman | 13 |
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| Tgl. Entri | 2019-08-20 12:44:37.375524 |
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