KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) KONSUMEN DAN FAKTOR YANG MEMPENGARUHI MASYARAKAT TERHADAP PRODUK DAGING SAPI DI PASAR RETAIL JAKABARING PADA MASA PANDEMI COVID 19 KOTA PALEMBANG

PRATAMA, RIDHORIZKY and Wildayana, Elisa and Malini, Henny (2021) KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) KONSUMEN DAN FAKTOR YANG MEMPENGARUHI MASYARAKAT TERHADAP PRODUK DAGING SAPI DI PASAR RETAIL JAKABARING PADA MASA PANDEMI COVID 19 KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The consumer's willingness to pay is information about the maximum price that the consumer will pay at a price that the consumer can afford to pay. The objectives of this study are: (1) Describe the characteristics of consumers towards beef products in the Jakabaring retail market during the Covid 19 pandemic in Palembang City, (2) Analyze the value of consumers' willingness to pay for beef products in the Jakabaring retail market during the Covid 19 pandemic. in the city of Palembang, (3) Analyzing the factors that affect the willingness to pay consumers for beef products in the Jakabaring retail market during the Covid 19 pandemic in the city of Palembang. The research method used is a survey method and data collection methods using the interview method with the help of a questionnaire. The research was conducted in February 2021 with a total of 40 respondents who bought beef at the Jakabaring retail market during the Covid 19 pandemic. Data processing methods used descriptive analysis methods, Contingent Valuation Method (CVM), and Multiple Linear Regression analysis with the help of applications. SPSS. The results of the research on the characteristics of consumers who buy beef show that consumers are female with an age range of 40 - 49 years who have a total of 2-4 family members with S1 education, and consumers work as private employees with monthly income ranging from 5,000,000 to 6,999. 999. The highest WTP value for each part purchased by consumers is, for the highest WTP value for Has Meat at a price of 135,000, Thigh Meat with the highest WTP value at a price of 130,000, Sengkel Meat with the highest WTP value at a price of 125,000, and Ribs with the highest WTP value at a price of 90,000. Factors that influence Wilinggnes To Pay beef during the Covid 19 pandemic, which has four variables that have a partially significant effect on beef purchases. The variables that have a significant positive effect are income, gender, and product quality. Meanwhile, Beef Prices have a significant negative effect. Education does not have a significant effect because its significance is greater than α.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Kesediaan Membayar Konsumen Daging Sapi
Subjects: S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions: 05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User: Muhammad RidhoRizky Pratama
Date Deposited: 28 Jul 2021 08:37
Last Modified: 28 Jul 2021 08:37
URI: http://repository.unsri.ac.id/id/eprint/50818

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