Agda, Vincensius Raynaldy Pramudya Putra and Prastiwi, Wahyu Dyah and Nurfadillah, Suryani (2023) CONSUMER’S WILLINGNESS TO PAY OF LABELED IMPORTED FRUIT AT ISTANA BUAH PANDANARAN. Jurnal Agriekonomika, Universitas Trunojoyo, 13 (1): 14. pp. 1-14. ISSN 2407-6260

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Abstract

Research on consumers' willingness to pay for imported labeled fruit at Istana Buah Pandanaran Semarang was carried out because labeled imported fruit is a type of fruit that has higher price when compared to imported fruit in general. The aim of this study was to analyze the average value and the factors that influence the maximum willingness to pay for imported fruit labeled at the Istana Buah Pandanaran Semarang. This research uses case study method with purposive sampling and accidental sampling. The results showed that the average WTP value for US apples was IDR 63,342 per kg, Santang oranges IDR 59,694 per pack, Korean strawberries IDR 296,841 per pack, Packham pears IDR 42,189 per kg, and Australian avocados IDR 68,250 per fruit. Factors that have a significant effect on the value of the willingness to pay are lifestyle variables, motivation, and product prices.
Keywords: Lifestyle, Motivation, Prices, WTP, Logistic Regression

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