ANALISIS KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) KONSUMEN BERAS ORGANIK DAN FAKTOR-FAKTOR YANG MEMPENGARUHINYA (Studi Kasus : Desa Tanah Merah Kec. Perbaungan Kab. Serdang Bedagai)

Abstract

ABSTRACT Nabilah Dwi Amanda, 2024. The title of the thesis is Analysis of Willingness To Pay (Willingness To Pay) of Organic Rice Consumers and the Factors That Influence Them (Desa Tanah Merah, Kec. Perbaungan, Kab. Serdang Bedagai). Under the guidance of Mr. Dian Hendrawan, S.P., M.M. as Chairman of the Advisory Commission and Mr. Surya Dharma, S.P., M.M. as Member of the Advisory Commission. Along with the development of modern society, there is increasingly awareness of a healthy lifestyle. This is indicated by the increasing public interest in organic products. The aim of this research is to estimate the value of the willingness to pay for organic rice and the factors that influence the value of the willingness to pay for organic rice. This research was conducted in Tanah Merah Village, Kec. Perbaungan, Serdang Bedagai District. This research uses the snowball method to find customers who buy organic rice. With a total of 33 respondents who are consumers of organic rice. The type of data used in this research is primary data. This research uses descriptive analysis to explain the general picture of organic rice and describe the characteristics of respondents, as well as using multiple linear regression analysis to help understand how several factors can jointly influence a result and CVM (Contigen Valuation Method) analysis to estimate the economic value of resources nature that has no measurable market price. The research results show that the average value of willingness to pay for organic rice is IDR 80,000.00 per 5kg. Factors that influence the Willingness To Pay value are age, family size, education level, price, income. The factor that most influences the Willingness To Pay value is price. Keywords: Rice, Organic, Willingness To Pay, Contingent Valuation Method (CVM), Multiple Linear Regression.