ANALISA FAKTOR WILLINGNESS TO PAY PRODUK MAKANAN ORGANIK DI DENPASAR
Abstract
The Covid-19 pandemic has changed people's lifestyles to pay more attention to their health. One of the factors that affect health is food, healthy food consists of various types, one of which is organic food which has a good projected market growth in Indonesia until 2026 of 6%. This research was conducted to determine the factors that influence the willingness to pay for organic food products in Denpasar. The number of respondents in this study was 210 respondents using purposive sampling method. The criteria for respondents in this study are those who live in Denpasar and have purchased organic food products at least once. This research is a quantitative study with a confirmatory factor analysis method using SMART PLS 3.0. Based on the findings of this study, the factors that influence the willingness to pay for organic food products are consumer knowledge, social media marketing, price fairness, perceived value and customer satisfaction.
References
Ali, T., & Ali, J. (2020). Factors affecting the consumers’ willingness to pay for health and wellness food products. Journal of Agriculture and Food Research, 2. https://doi.org/10.1016/j.jafr.2020.100076
Amfo, B., & Ali, E. B. (2021). Consumer Satisfaction and Willingness to Pay for Upgraded Meat Standards in Kumasi, Ghana. Journal of International Food and Agribusiness Marketing, 33(4), 423–457. https://doi.org/10.1080/08974438.2020.1812464
Arimurti, N. H., Edy Sularso, K., & Hartati, A. (2021). Kesediaan Membayar (Willingness To Pay) Beras Organik di Kabupaten Banyumas dan Faktor Yang Mempengaruhinya. Forum Agribisnis, 11(1), 75–89. https://doi.org/10.29244/fagb.11.1.75-89
Belyaev, N., Donskova, L., & Tohiriyon, B. (2021). Food environment as a healthy lifestyle factor. E3S Web of Conferences, 291. https://doi.org/10.1051/e3sconf/202129106007
Cohen Louis, Manion Lawrence, & Morrison Keith. (2018). Research Methods in Education.
Dwijantoro, R., Dwi, B., & Syarief, N. (2022). PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN
MARKETPLACE SHOPEE. Jurnal Riset Manajemen Dan Bisnis, 16(2), 63. https://doi.org/10.21460/jrmb.2021.162.392
Fajria, F. (2020). ANALISIS KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) KONSUMEN TERHADAP SAYURAN ORGANIK DI PASAR MODERN PURWOKERTO DAN FAKTOR-FAKTOR YANG MEMPENGARUHI. SEPA:
Jurnal Sosial Ekonomi Pertanian Dan Agribisnis, 17(1), 40. https://doi.org/10.20961/sepa.v17i1.39863
Fernando Wijaya, Y., Padmalia, M., & Effendy, J. A. (2021). FAKTOR-FAKTOR YANG MEREFLEKSIKAN SPIRIT INTRAPRENEURSHIP PADA MAHASISWA CORPORATE ENTREPRENEURSHIP UNIVERSITAS CIPUTRA (Vol. 16, Issue 2).
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). MULTIVARIATE DATA
ANALYSIS EIGHTH EDITION. www.cengage.com/highered
Hair, J., Hult, T., Ringle, C., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publication.
Handayani, F., Putri Ahmadi, A., Putri Zalma, S., Ulandari, A., & Suhud, U. (2020). Analisis Faktor-Faktor yang Mempengaruhi Willingness to Pay Pada Pelanggan Restoran Pizza (Vol. 1, Issue 1).
Hikmah, A., & Riptiono, S. (2020). PENGARUH CUSTOMER ENGAGEMENT DAN E-SERVICE QUALITY TERHADAP ONLINE REPURCHASE INTENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA MARKETPLACE SHOPEE. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi, 2, 89–100.
Imi, S., & Sidharta, H. (2022). PENGARUH ENTREPRENEURIAL EDUCATION DAN ENTREPRENEURIAL COMPETENCE TERHADAP
ENTREPRENEURIAL INTENTION. Jurnal Manajemen Dan Start-Up Bisnis, 7, 503–511.
Konuk, F. A. (2018). Price fairness, satisfaction, and trust as antecedents of purchase intentions towards organic food. Journal of Consumer Behaviour, 17(2), 141–148. https://doi.org/10.1002/cb.1697
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005
Kusno, K. (2019). INTISARI TEKNIK ANALISIS FAKTOR. Unpad Press.
https://www.researchgate.net/publication/342644284
Lestiani, E., Maryam, S., & Widayanti, R. (2020). INFLUENCE OF CONSUMER PERCEPTION AND KNOWLEDGE OF ECOLABELLING ON DECISION OF
BUYING GREEN PRODUCT. In Bongaya Journal of Research in Management
(Vol. 3).
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
Malkanthi, S. H. P. (2021). Willingness to pay for locally produced organic foods by urban consumers in Sri Lanka. Applied Studies in Agribusiness and Commerce, 14(1–2). https://doi.org/10.19041/apstract/2020/1-2/2
Marda, N. H. B., Salmiah, & Ayu, S. F. (2021). Analysis of willingness to pay organic vegetables in Medan. IOP Conference Series: Earth and Environmental Science, 782(2). https://doi.org/10.1088/1755-1315/782/2/022028
Molinillo, S., Vidal-Branco, M., & Japutra, A. (2020). Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain. Journal of Retailing and Consumer Services, 52, 101926. https://doi.org/10.1016/j.jretconser.2019.101926
Mustikawati, E., & Setiawanruslim, T. (2021). FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI MAKANAN ORGANIK. In Maret (Vol. 2021,
Issue 2).
Mutammam, M., Sumarwan, U., & Tinaprilla, N. (2019). Pengaruh Pengetahuan Konsumen, Kualitas Produk dan Kepercayaan Konsumen terhadap Loyalitas Pelanggan Pada Pengisian Angin Merek Green Nitrogen. Jurnal Aplikasi Bisnis Dan Manajemen. https://doi.org/10.17358/jabm.5.2.231
Najib, M., Sumarwan, U., & Septiani, S. (2020). ORGANIC FOOD MARKET IN JAVA AND BALI: CONSUMER PROFILE AND MARKETING CHANNEL
ANALYSIS. Buletin Ilmiah Litbang Perdagangan, 14(2), 283–304. https://doi.org/10.30908/bilp.v14i2.447
Pranatawijaya, V. H., Widiatry, W., Priskila, R., & Putra, P. B. A. A. (2019). Penerapan Skala Likert dan Skala Dikotomi Pada Kuesioner Online. Jurnal Sains Dan Informatika, 5(2), 128–137. https://doi.org/10.34128/jsi.v5i2.185
Radic, D. (2023). Price fairness: square equity and mean pricing. Journal of Revenue and Pricing Management. https://doi.org/10.1057/s41272-023-00418-w
Ramu M. S, & Prem Jose Vazhacharickal. (2022). Approaches to estimate willingness to pay and willingness to accept (1st ed.). Amazon Publishers USA.
Rani, S., Shah, H., Habib, N., & Khan, M. A. (2018). Consumers’ preferences and willingness to pay for organic vegetables in Islamabad, Pakistan. Sarhad Journal of Agriculture, 34(3), 494–499. https://doi.org/10.17582/journal.sja/2018/34.3.494.499
Rizan, M., Saidani, B., & Anggraeni, R. (2022). Pengaruh Perceived Value dan Promotion terhadap Revisit Intention dengan Kepuasan sebagai Intervening (Vol. 3, Issue 1).
Sabta Aji, A., Surendran, S., Kusuma Rahayu, H., Kurniasari, Y., Kurnia Triastanti, R., Ahmadah, I., Handayani Lailatul Sekar Kusuma, F., Nabiella, A., Afrohi Laila, A., Khoyriyah, A., Pratiwi, S., Candra Ratnasari, I., & Putri Miftakhul Jannah, S. (2022). Eating Habits and Lifestyle Changes during COVID-19 Pandemic among Indonesian College Students: Results from Indonesia Dietary and Lifestyle Changes (IDLC) Study. In Malaysian Journal of Medicine and Health Sciences (Vol. 18, Issue SUPP12).
Stockemer, D. (2019). Quantitative Methods for the Social Sciences. In Quantitative Methods for the Social Sciences. Springer International Publishing. https://doi.org/10.1007/978-3-319-99118-4
Tinggi, S., Ekonomi, I., Sibolga, A.-W., Munawaroh, N. A., Kalimah, S., & Muttaqien, Z. (2023). Netflix In Indonesia : Customer Willingness To Pay in Video Streaming Service. Jurnal Ekonomi & Ekonomi Syariah, 6(1). https://doi.org/10.36778/jesya.v6i1.1136
Utami, G. R., & Saputri, M. E. (2020). PENGARUH SOCIAL MEDIA MARKETING TERHADAP CUSTOMER ENGAGEMENT DAN LOYALITAS MEREK PADA
AKUN INSTAGRAM TOKOPEDIA under a Creative Commons Attribution (CC- BY-NC-SA) 4.0 license CORE View metadata, citation and similar papers at core.ac.uk provided by Electronic Journal Fakultas Ekonomi UNIA (Universitas Islam Attahiriyah). Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 185–198.
Vapa-Tankosić, J., Ignjatijević, S., Kiurski, J., Milenković, J., & Milojević, I. (2020). Analysis of consumers’willingness to pay for organic and local honey in Serbia. Sustainability (Switzerland), 12(11). https://doi.org/10.3390/su12114686
Amfo, B., & Ali, E. B. (2021). Consumer Satisfaction and Willingness to Pay for Upgraded Meat Standards in Kumasi, Ghana. Journal of International Food and Agribusiness Marketing, 33(4), 423–457. https://doi.org/10.1080/08974438.2020.1812464
Arimurti, N. H., Edy Sularso, K., & Hartati, A. (2021). Kesediaan Membayar (Willingness To Pay) Beras Organik di Kabupaten Banyumas dan Faktor Yang Mempengaruhinya. Forum Agribisnis, 11(1), 75–89. https://doi.org/10.29244/fagb.11.1.75-89
Belyaev, N., Donskova, L., & Tohiriyon, B. (2021). Food environment as a healthy lifestyle factor. E3S Web of Conferences, 291. https://doi.org/10.1051/e3sconf/202129106007
Cohen Louis, Manion Lawrence, & Morrison Keith. (2018). Research Methods in Education.
Dwijantoro, R., Dwi, B., & Syarief, N. (2022). PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN
MARKETPLACE SHOPEE. Jurnal Riset Manajemen Dan Bisnis, 16(2), 63. https://doi.org/10.21460/jrmb.2021.162.392
Fajria, F. (2020). ANALISIS KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) KONSUMEN TERHADAP SAYURAN ORGANIK DI PASAR MODERN PURWOKERTO DAN FAKTOR-FAKTOR YANG MEMPENGARUHI. SEPA:
Jurnal Sosial Ekonomi Pertanian Dan Agribisnis, 17(1), 40. https://doi.org/10.20961/sepa.v17i1.39863
Fernando Wijaya, Y., Padmalia, M., & Effendy, J. A. (2021). FAKTOR-FAKTOR YANG MEREFLEKSIKAN SPIRIT INTRAPRENEURSHIP PADA MAHASISWA CORPORATE ENTREPRENEURSHIP UNIVERSITAS CIPUTRA (Vol. 16, Issue 2).
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). MULTIVARIATE DATA
ANALYSIS EIGHTH EDITION. www.cengage.com/highered
Hair, J., Hult, T., Ringle, C., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publication.
Handayani, F., Putri Ahmadi, A., Putri Zalma, S., Ulandari, A., & Suhud, U. (2020). Analisis Faktor-Faktor yang Mempengaruhi Willingness to Pay Pada Pelanggan Restoran Pizza (Vol. 1, Issue 1).
Hikmah, A., & Riptiono, S. (2020). PENGARUH CUSTOMER ENGAGEMENT DAN E-SERVICE QUALITY TERHADAP ONLINE REPURCHASE INTENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA MARKETPLACE SHOPEE. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi, 2, 89–100.
Imi, S., & Sidharta, H. (2022). PENGARUH ENTREPRENEURIAL EDUCATION DAN ENTREPRENEURIAL COMPETENCE TERHADAP
ENTREPRENEURIAL INTENTION. Jurnal Manajemen Dan Start-Up Bisnis, 7, 503–511.
Konuk, F. A. (2018). Price fairness, satisfaction, and trust as antecedents of purchase intentions towards organic food. Journal of Consumer Behaviour, 17(2), 141–148. https://doi.org/10.1002/cb.1697
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005
Kusno, K. (2019). INTISARI TEKNIK ANALISIS FAKTOR. Unpad Press.
https://www.researchgate.net/publication/342644284
Lestiani, E., Maryam, S., & Widayanti, R. (2020). INFLUENCE OF CONSUMER PERCEPTION AND KNOWLEDGE OF ECOLABELLING ON DECISION OF
BUYING GREEN PRODUCT. In Bongaya Journal of Research in Management
(Vol. 3).
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
Malkanthi, S. H. P. (2021). Willingness to pay for locally produced organic foods by urban consumers in Sri Lanka. Applied Studies in Agribusiness and Commerce, 14(1–2). https://doi.org/10.19041/apstract/2020/1-2/2
Marda, N. H. B., Salmiah, & Ayu, S. F. (2021). Analysis of willingness to pay organic vegetables in Medan. IOP Conference Series: Earth and Environmental Science, 782(2). https://doi.org/10.1088/1755-1315/782/2/022028
Molinillo, S., Vidal-Branco, M., & Japutra, A. (2020). Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain. Journal of Retailing and Consumer Services, 52, 101926. https://doi.org/10.1016/j.jretconser.2019.101926
Mustikawati, E., & Setiawanruslim, T. (2021). FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT BELI MAKANAN ORGANIK. In Maret (Vol. 2021,
Issue 2).
Mutammam, M., Sumarwan, U., & Tinaprilla, N. (2019). Pengaruh Pengetahuan Konsumen, Kualitas Produk dan Kepercayaan Konsumen terhadap Loyalitas Pelanggan Pada Pengisian Angin Merek Green Nitrogen. Jurnal Aplikasi Bisnis Dan Manajemen. https://doi.org/10.17358/jabm.5.2.231
Najib, M., Sumarwan, U., & Septiani, S. (2020). ORGANIC FOOD MARKET IN JAVA AND BALI: CONSUMER PROFILE AND MARKETING CHANNEL
ANALYSIS. Buletin Ilmiah Litbang Perdagangan, 14(2), 283–304. https://doi.org/10.30908/bilp.v14i2.447
Pranatawijaya, V. H., Widiatry, W., Priskila, R., & Putra, P. B. A. A. (2019). Penerapan Skala Likert dan Skala Dikotomi Pada Kuesioner Online. Jurnal Sains Dan Informatika, 5(2), 128–137. https://doi.org/10.34128/jsi.v5i2.185
Radic, D. (2023). Price fairness: square equity and mean pricing. Journal of Revenue and Pricing Management. https://doi.org/10.1057/s41272-023-00418-w
Ramu M. S, & Prem Jose Vazhacharickal. (2022). Approaches to estimate willingness to pay and willingness to accept (1st ed.). Amazon Publishers USA.
Rani, S., Shah, H., Habib, N., & Khan, M. A. (2018). Consumers’ preferences and willingness to pay for organic vegetables in Islamabad, Pakistan. Sarhad Journal of Agriculture, 34(3), 494–499. https://doi.org/10.17582/journal.sja/2018/34.3.494.499
Rizan, M., Saidani, B., & Anggraeni, R. (2022). Pengaruh Perceived Value dan Promotion terhadap Revisit Intention dengan Kepuasan sebagai Intervening (Vol. 3, Issue 1).
Sabta Aji, A., Surendran, S., Kusuma Rahayu, H., Kurniasari, Y., Kurnia Triastanti, R., Ahmadah, I., Handayani Lailatul Sekar Kusuma, F., Nabiella, A., Afrohi Laila, A., Khoyriyah, A., Pratiwi, S., Candra Ratnasari, I., & Putri Miftakhul Jannah, S. (2022). Eating Habits and Lifestyle Changes during COVID-19 Pandemic among Indonesian College Students: Results from Indonesia Dietary and Lifestyle Changes (IDLC) Study. In Malaysian Journal of Medicine and Health Sciences (Vol. 18, Issue SUPP12).
Stockemer, D. (2019). Quantitative Methods for the Social Sciences. In Quantitative Methods for the Social Sciences. Springer International Publishing. https://doi.org/10.1007/978-3-319-99118-4
Tinggi, S., Ekonomi, I., Sibolga, A.-W., Munawaroh, N. A., Kalimah, S., & Muttaqien, Z. (2023). Netflix In Indonesia : Customer Willingness To Pay in Video Streaming Service. Jurnal Ekonomi & Ekonomi Syariah, 6(1). https://doi.org/10.36778/jesya.v6i1.1136
Utami, G. R., & Saputri, M. E. (2020). PENGARUH SOCIAL MEDIA MARKETING TERHADAP CUSTOMER ENGAGEMENT DAN LOYALITAS MEREK PADA
AKUN INSTAGRAM TOKOPEDIA under a Creative Commons Attribution (CC- BY-NC-SA) 4.0 license CORE View metadata, citation and similar papers at core.ac.uk provided by Electronic Journal Fakultas Ekonomi UNIA (Universitas Islam Attahiriyah). Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 185–198.
Vapa-Tankosić, J., Ignjatijević, S., Kiurski, J., Milenković, J., & Milojević, I. (2020). Analysis of consumers’willingness to pay for organic and local honey in Serbia. Sustainability (Switzerland), 12(11). https://doi.org/10.3390/su12114686
Published
2024-02-09
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
Makalah yang disampaikan diasumsikan tidak mengandung bahan proprietary yang tidak dilindungi oleh hak paten atau aplikasi paten; tanggung jawab untuk konten teknis dan untuk perlindungan dari bahan proprietary merupakan tanggung jawab penulis dan organisasi mereka dan bukan tanggung jawab dari Jurnal Parsimonia atau Staff Pengelolanya. Penulis utama (pertama/yang sesuai) bertanggung jawab untuk memastikan bahwa artikel tersebut telah dilihat dan disetujui oleh semua penulis lain. Hal ini merupakan tanggung jawab penulis untuk mendapatkan semua izin pelepasan hak cipta yang diperlukan untuk penggunaan setiap materi dalam naskah sebelum pengajuan.
