Analisis Kesediaan Membayar (Willingness to pay) Konsumen Terhadap Fluktuasi Harga Produk Ikan Teri Nasi Medan (stolephorus tri) Di Pasar Central Medan

Abstract

This study aims to analyze the willingness to pay consumers of anchovy rice terrain with each grade A, B and C in the central medan market and analyze the influence of gender, age, education, income and number of family dependents on the willingness to pay consumers. This research uses primary data and conducts deep interviews with 100 respondents. The analytical tool used is the Contingent Valuation Method (CVM) and multiple linear regression analysis to determine the influence of factors on the willingness to pay of consumers of anchovy rice in the central medan market. The results of this study indicate that the majority of respondents are female and aged 35-50 years and above, the last formal education level completed is high school (SMA). Most income levels ranged between Rp 3,000,000 and Rp 4,000,000 per month, and the majority of families had two or three family dependents. Respondents' WTP was Rp136,100 for grade A anchovy rice, Rp94,950 for grade B anchovy rice and Rp66,000 for grade C anchovy rice. The variables of gender, age, education, income and number of family dependents affect the WTP of anchovy rice terrain grade A, B and C, while the variable of education in anchovy rice terrain grade C does not affect the WTP of grade C.