Faktor-Faktor yang Mempengaruhi Kesediaan Membayar (Willingness to Pay) Bolu Salak (Studi Kasus: UD. Bolu Salak Kenanga di Kota Padangsidimpuan)

Abstract

Salak fruit is a potential horticultural crop to be developed. North Sumatra Province is ranked second after Central Java which has the largest production of salak fruit in Indonesia. South Tapanuli and Padangsidimpuan City are high salak production areas in North Sumatra Province. The high production of salak fruit creates creativity for salak fruit processing industry players in making various processed food products made from salak fruit, one of which is salak sponge cake which is now developing and becoming a typical souvenir of Paangsidimpuan City. The objectives of this research are: (1) To estimate the value of willingness to pay or Willingness To Pay for salak bolu in Padangsidimpuan City, (2) To analyze what factors affect the level of willingness to pay or Willingness To Pay for salak bolu in Padangsidimpuan City. The determination of Padangsidimpuan City as the research location was carried out purposively. The method of determining the sample using accidental sampling method. The data analysis method used in this study is divided into 2 hypotheses, namely using the Contingent Valuation Method (CVM) and using multiple linear regression analysis. The results of this study indicate that: (1) The average analysis value of respondents' Willingness To Pay (WTP) for salak sponge cake is Rp66,300. (2) The factors of gender, income and product image have a partially significant effect, while the factors of age, length of education and regional origin have no significant effect partially.