Azrial Rifqi Arfiansyah, Ahya Kamilah, Esi Asyani Listyowati

ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI WILLINGNESS TO PAY KONSUMEN TERHADAP PRODUK BERAS ORGANIK EKAFARM CIKARANG

Introduction

Analisis faktor-faktor yang memengaruhi willingness to pay konsumen terhadap produk beras organik ekafarm cikarang. Temukan faktor penentu kesediaan bayar konsumen untuk beras organik Ekafarm Cikarang. Studi ini identifikasi segmentasi, estimasi WTP, serta pengaruh pendapatan, harga, keamanan, dan gaya hidup.

Abstract

Ekafarm Cikarang is an organic food business with a home service concept that sells healthy and organic food products, one of which is rice. Organic rice is one of the environmentally friendly products and good for maintaining health. The purpose of this study is to identify the market segmentation of organic rice, estimate the willingness to pay value of organic rice consumers and identify factors that influence the willingness to pay of organic rice consumers. This research uses Contingent Valuation Method (CVM) and the analytical tool used was multiple linear regression analysis using the help of SPSS 26.0 software. The results of this study indicate that the highest average WTP value for organic rice is the brown rice type with a value of Rp6.357,00/kg while the lowest average WTP value for organic rice the amandia rice type with a value of Rp3.929,00/kg. Factors that influence the willingness to pay for organic rice are income, product price, product safety, and lifestyle.

Review

This study, "ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI WILLINGNESS TO PAY KONSUMEN TERHADAP PRODUK BERAS ORGANIK EKAFARM CIKARANG," addresses a highly relevant and timely topic in consumer behavior towards sustainable and healthy food products. The specific focus on organic rice from Ekafarm Cikarang offers a valuable localized case study, providing insights into a growing market segment within Indonesia. The research objectives—identifying market segmentation, estimating consumer willingness to pay (WTP), and identifying influencing factors—are clear, well-defined, and indicative of a comprehensive approach. The methodological choice of the Contingent Valuation Method (CVM) combined with multiple linear regression analysis using SPSS 26.0 is appropriate for achieving these stated aims. The abstract effectively highlights key findings, presenting specific WTP values for different organic rice types, with brown rice showing the highest average WTP and amandia rice the lowest. These quantifiable results are highly valuable for Ekafarm Cikarang's pricing strategies and product differentiation efforts. Furthermore, the identification of income, product price, product safety, and lifestyle as significant factors influencing WTP provides actionable insights for marketing and product development. While "market segmentation" was listed as an objective, its specific findings are not detailed in the abstract, which might be a point of interest for further elaboration in the full paper to complete the picture of consumer understanding. Overall, this research makes a meaningful contribution to understanding consumer willingness to pay for organic rice within a specific market context. The findings offer practical implications for Ekafarm Cikarang, enabling them to refine their marketing strategies, product offerings, and pricing based on concrete consumer preferences and influencing factors. The study's ability to quantify WTP and pinpoint key drivers provides a solid foundation for business decisions and could also inform broader discussions on promoting organic food consumption. This work appears well-structured and promises valuable insights for both academic researchers and industry stakeholders interested in the organic food market.

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