Analisis Kesediaan Membayar (Willingness To Pay) Konsumen Terhadap Pembelian Sayuran Organik Di Kecamatan Medan Sunggal

Abstract

The purpose of this study was to determine the level of consumer willingness to pay for organic vegetables and what factors influence the level of consumer willingness to pay for organic vegetables in Medan Sunggal District. The sampling technique used a nonprobability sampling technique with a specified sample size of 96 respondents. The data analysis technique was the Contingent Valuation Method (CVM) analysis to analyze the estimated price and percentage change in the price of organic vegetables that consumers were willing to pay and Partial Least Square Structural Equation Modeling (PLS-SEM) analysis, namely a structural equation model to develop or predict an existing theory. The model equations described are the outer model, the inner model, and hypothesis testing. Based on the estimation results obtained, the average value of willingness to pay for organic vegetables in traditional markets for organic lettuce vegetables is IDR 47.332/kg, and for organic pakcoy vegetables, it is IDR 51.168/kg. The average value of willingness to pay for organic vegetables in modern markets for organic lettuce vegetables is IDR 57.584/kg, and for organic pakcoy vegetables, it is IDR 59.000/kg. And based on the calculation results using PLS-SEM software version 4.0 And based on the results of calculations using PLS-SEM software version 4.0, the results showed that there was a significant relationship between the influence of income, product quality, lifestyle, environmental awareness attitudes and those that did not have a significant effect were the frequency of purchases, packaging, ease of access and gender on organic vegetables in Medan Sunggal District. The implications of this study indicate that it is necessary to hold a more intensive educational campaign regarding the benefits of organic vegetables for health and the environment. By increasing public understanding, it is hoped that there will be an increase in willingness to pay (WIP) for organic products and it is recommended to always maintain and improve the quality of the products sold. Good quality will increase consumer confidence and can have a positive effect on willingness to pay (WIP) and use creative and effective marketing strategies.