Analisis Kesediaan Membayar (Willingness To Pay) Konsumen Sayuran Hidroponik dan Faktor -Faktor yang Mempengaruhinya di Kota Medan

Abstract

Hydroponic vegetables are one of the healthier vegetable choices compared to conventional vegetables, the high cost of hydroponic vegetables does not prevent people from continuing to consume hydroponic vegetables. This study aims to analyze the value of the willingness to pay and what factors influence consumers to buy hydroponic vegetables in the city of Medan, using the Contingent Valuation Method descriptive analysis and logistic regression analysis derived from primary data. Determine the research area by purposive sampling and to take samples using the judgment sampling method. The results showed that the Willingness to Pay value for hydroponic vegetables was 9.1% - 13.6% higher than the price offered. Factors that significantly affect consumers' willingness to pay more for hydroponic vegetables are the amount of income, level of education, age and packaging. The number of family members does not have a significant effect on consumers' willingness to pay for hydroponic vegetable products.