Analisis Faktor Utama Persepsi Konsumen B2C Terhadap Produk Ragi Tempe dan Penentuan Willingness To Pay (Studi di PT Attempe Healthy Natural)

Fajrin Ariani Rahmatunnisa, Dr. Atris Suyantohadi, S.T.P., M.T.; Dr. Ir. Dyah Ismoyowati, M.Sc.

2026 | Skripsi | TEKNOLOGI INDUSTRI PERTANIAN

Produk tempe menjadi salah satu makanan tradisional sumber protein yang hingga saat ini banyak dikonsumsi oleh masyarakat Indonesia. Pada tahun 2024, konsumsi tempe di Indonesia mencapai 7,09 kg per kapita per tahun. Di tengah meningkatnya kesadaran pola hidup sehat pada saat ini, ekspektasi konsumen terhadap produk tempe pun semakin meningkat dari sisi kualitas. Ragi Attempe menjadi produk inovasi kultur starter tempe yang dikembangkan menggunakan inokulum Saccharomyces cerevisiae dan Rhizopus oligosporus. Penelitian ini bertujuan untuk menganalisis faktor-faktor utama yang membentuk persepsi konsumen terhadap produk ragi Attempe berdasarkan aspek bauran pemasaran 4P, mengukur estimasi nilai Willingness to Pay (WTP) konsumen terhadap produk ragi Attempe, dan menyusun rekomendasi berdasarkan faktor persepsi konsumen dan nilai WTP yang diperoleh. Penelitian menggunakan pendekatan kuantitatif untuk menganalisis persepsi konsumen menggunakan Principal Component Analysis (PCA) dan analisis kesediaan membayar dilakukan menggunakan Contingent Valuation Method (CVM) melalui teknik bidding game. Data dianalisis menggunakan software Rstudio, IBM SPSS dan microsoft excel dengan jumlah data yang dikumpulkan adalah 119 responden. Hasil analisis PCA menunjukkan bahwa persepsi konsumen terhadap ragi Attempe dalam faktor utama, yaitu responsif terhadap kualitas produk dan manfaat fungsional yang terdiri dari dimensi manfaat produk sebagai pangan fungsional, kualitas bahan baku, cita rasa tempe, kualitas gizi tempe meningkat, keberhasilan fermentasi yang konsisten, reputasi produk, ulasan konsumen, serta promosi multi-item. Faktor ini mempengaruhi persepsi konsumen terhadap produk ragi attempe sebesar 15,4%. Hasil analisis CVM menunjukkan bahwa rata-rata nilai Willingness to Pay sebesar Rp19.369 per kemasan 75 gram sebagai harga yang paling dapat diterima konsumen dan  7,6% lebih tinggi dari harga pasar saat ini. Berdasarkan hasil penelitian, strategi pengembangan ragi Attempe perlu difokuskan pada penguatan beberapa dimensi atribut pada atribut utama, yaitu penguatan klaim fungsional, komunikasi manfaat fungsional dan kesehatan, penguatan kredibilitas dan reputasi merek, validasi kualitas cita rasa, penguatan edukasi nilai gizi produk melalui content marketing, peluncuran program garansi keberhasilan fermentasi dan optimalisasi marketplace, pengelolaan ulasan online dan User-Generated Content (UGC), serta kalender promosi yang terencana. Rekomendasi berdasarkan WTP melalui penetapan harga intemporal dengan optimalisasi switching point dan diskon serta strategi multiple-SKU dengan variasi ukuran kemasan dan jenis kemasan.

Tempeh is a traditional food source of protein that is still widely consumed by Indonesians. By 2024, tempeh consumption in Indonesia reached 7.09 kg per capita per year. Amidst growing awareness of healthy lifestyles, consumer expectations for tempeh products have also increased in terms of quality.Attempe yeast is an innovative product of tempeh starter culture developed using Saccharomyces cerevisiae and Rhizopus oligosporus inoculum. The commercial success of Attempe yeast, positioned as a premium product, is influenced by consumer perceptions of product attributes and level of consumer willingness to pay. This study aims to analyze the main factors that shape consumer perceptions of Attempe yeast products based on the 4P marketing mix aspect, measure the estimated Willingness to Pay (WTP) value of consumers towards Attempe yeast products, and compile recommendations based on consumer perception factors and the WTP value obtained. The study uses a quantitative approach to analyze consumer perceptions using Principal Component Analysis (PCA) and Willingness To Pay analysis is carried out using the Contingent Valuation Method (CVM) through a bidding game technique. Data were analyzed using Rstudio software, IBM SPSS and Microsoft Excel with the number of data collected of 119 respondents. The results of the PCA analysis show that consumer perceptions of Attempe yeast in the main factors, namely responsive to product quality and functional benefits consisting dimensions of product benefits as functional food, raw material quality, tempeh taste, increased nutritional quality of tempeh, consistent fermentation success, product reputation, consumer reviews, and multi-item promotions. This factor gives influence consumer perceptions of attempeh yeast products by 15.4%. The results of the CVM analysis show that the average Willingness to Pay value of IDR 19,369 per 75 gram package is the most acceptable price for consumers and is 7.6% higher than the current market price. Based on the research results, the Attempeh yeast development strategy needs to be focused on strengthening several attribute dimensions in the main attributes, namely strengthening functional claims, communicating functional and health benefits, strengthening brand credibility and reputation, validating taste quality, strengthening product nutritional value education through content marketing, launching a fermentation success guarantee program and optimizing the marketplace, managing online reviews and User-Generated Content (UGC), and a planned promotional calendar. Recommendations based on WTP through intertemporal pricing with optimization of switching points and discounts as well as multiple-SKU strategies with variations in packaging sizes and types of packaging.

Kata Kunci : contingent value method, principal component analysis, ragi tempe