ANALISIS KESUKAAN KONSUMEN DAN WILLINGNESS TO PAY TERHADAP SAYURAN ORGANIK DI MODERN TRADE DAN PASAR KOMUNITAS

MUHAMAD ALI SHODIQI, Dr. Ir. Dyah Ismoyowati, M.Sc ; Dr. Anggoro Cahyo Sukartiko, STP., M.P

2018 | Skripsi | S1 TEKNOLOGI INDUSTRI PERTANIAN

Tumbuhnya kesadaran konsumen akan masalah kesehatan dan lingkungan telah meningkatkan perhatian terhadap pembelian serta konsumsi makanan organik. Konsumsi produk organik di Indonesia diperkirakan akan bertambah hingga 9,4% pada 2015-2020. Sayuran merupakan produk organik potensial, dimana hampir semua penduduk (94,8%) mengkonsumsi sayuran setiap hari walaupun dalam jumlah kecil. Sayuran juga merupakan produk organik yang paling disukai konsumen setelah beras. Modern Trade dan pasar komunitas merupakan dua tempat yang menyediakan sayuran organik. Hambatan utama untuk membeli makanan organik adalah harganya yang premium namun atribut (rasa, manfaat kesehatan, kualitas) yang tidak sesuai keyakinan. Tujuan penelitian ini adalah mengetahui atribut produk sayuran organik yang mempengaruhi kesukaan konsumen dan mengetahui nilai kesediaan membayar konsumen terhadap produk sayuran organik di Modern Trade dan pasar komunitas. Kesukaan konsumen dianalisis menggunakan metode Choice Based Conjoint (CBC) dan analisis kesediaan membayar menggunakan metode Contingent Valuation Methode (CVM). Kuesioner disebarkan ke 100 responden konsumen sayuran organik di DI Yogyakarta. Atribut dan level sayuran organik didapatkan melalui studi pendahuluan serta studi literatur. Atribut meliputi kenampakan daun, kesegaran, warna daun, dan harga. Kesediaan membayar konsumen didapatkan dengan kuesioner payment card. Responden disediakan referensi harga untuk merangsang ingatan harga sayuran organik. Berdasarkan analisis konjoin metode CBC, nilai utilitas level atribut menunjukan konsumen menyukai sayuran organik jenis daun dengan kenampakan daun lebar tidak berlubang, kesegaran <1 hari, disimpan suhu ruang, sayuran tidak layu, warna hijau muda dan harga 20% lebih tinggi dari sayuran non organik. Berdasarkan nilai kepentingan, atribut kesegaran dan harga menjadi atribut yang mempunyai nilai tertinggi dan signifikan mempengaruhi kesukaan konsumen sayuran organik. Rata-rata nilai kesediaan membayar responden sayuran organik di Modern Trade berturut-turut adalah selada Rp 6.238, bayam hijau Rp 5.800, kangkung Rp 4.830. Rata-rata nilai kesediaan membayar sayuran organik di pasar komunitas berturut-turut yaitu selada Rp 5.420, bayam hijau Rp 4.460, dan kangkung Rp 4.075.

Growing consumer awareness of health and environmental problems has increased attention to the purchase and consumption of organic food. Organic product consumption in Indonesia is expected to increase by 9.4% in 2015-2020. Vegetables are potential organic products, where almost all residents (94.8%) consume vegetables every day even in small amounts. Vegetables are also the organic product that consumers like most after rice. Modern trade and community markets are two places that provide organic vegetables. The main obstacle to buying organic food is the premium price but the attributes (taste, health benefits, quality) that do not match beliefs. The purpose of this study was to find out the attributes of organic vegetable products that influence consumer preferences and know the value of willingness to pay consumers for organic vegetable products in modern trade and community markets. Consumer preferences analysis using the Choice Based Conjoint (CBC) method and willingness to pay analysis using the Contingen Valuation Method (CVM) method. The questionnaire was distributed to 100 respondents of organic vegetable consumers in Yogyakarta. Attributes and levels of organic vegetables are obtained through preliminary studies and literature studies. Attributes include the appearance of leaves, freshness, leaf color, and price. Willingness to pay consumers is obtained through a payment card questionnaire. Respondents are provided with price references to stimulate memories of organic sayings. Based on the conjunctional analysis of the CBC method, the attribute level utility value shows consumers like organic leaf-type vegetables with non-perforated broad leaf appearance, freshness <1 day, stored room temperature, vegetables not wilted, light green and 20% higher than non-organic vegetables. Based on the value of importance, freshness and price attributes become attributes that have the highest value and significantly affect the preferences of consumers of organic vegetables. The average value of willingness to pay respondents for organic vegetables in modern trade is respectively lettuce Rp. 6,238, green spinach Rp. 5,800, water spinach Rp. 4,830. The average value of willingness to pay for organic vegetables in the community market, respectively, is lettuce Rp 5.420, green spinach Rp.4,460, and water spinach Rp. 4,075.

Kata Kunci : Kesukaan, Modern Trade, Pasar Komunitas, Sayuran Organik, Willingness To Pay / Keywords : Community Market, Modern Trade, Preference, Organic Vegetables, Willingness to Pay