KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) KONSUMEN MILENIAL DALAM MENGKONSUMSI SAYURAN ORGANIK (Suatu Kasus pada Warung Sehat 1000 Kebun, Kota Bandung)

Mimbar Agribisnis

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Title KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) KONSUMEN MILENIAL DALAM MENGKONSUMSI SAYURAN ORGANIK (Suatu Kasus pada Warung Sehat 1000 Kebun, Kota Bandung)
 
Creator Handoko, Bagus Imran Saptadji
Setiawan, Iwan
 
Subject Sosial, Ekonomi, Pertanian, Agribisnis
Organic Vegetables, Millennial Generation, Willingness to Pay
 
Description Non-infectious diseases are now the dominant cause of deaths in Indonesia and the numbers are increasing each year. One of the causes of these non-infectious diseases is unhealthy consumption patterns, such as consuming a massive amount of fast foods. Increased awareness within the general public especially the millennial generation about the importance of health is shown through the emergence of a sense of caring for a healthy life by consuming organic food. Organic foods that are mostly found today are organic vegetables, which have an important role for health, thus they are often consumed as a complement to staple foods. Based on these issues, this study aims to determine how willing are the millennials to pay for organic vegetables at Warung Sehat 1000 Kebun. This study is conducted through quantitative research and survey methods using questionnaires as the instrument to conduct interviews. The analysis method used in this study is the validity test, reliability test, descriptive statistical analysis, multiple linear regression analysis and Contingent Valuation Method (CVM). The results showed that the factors that most influenced the willingness of consumers who created millennials were psychological factors, which significantly affected consumers' willingness to consume organic vegetables.
 
Publisher Universitas Galuh Ciamis
 
Contributor
 
Date 2021-01-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://jurnal.unigal.ac.id/index.php/mimbaragribisnis/article/view/4873
10.25157/ma.v7i1.4873
 
Source Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis; Vol 7, No 1 (2021): Januari 2021; 911-928
2579-8340
2460-4321
 
Language ind
 
Relation https://jurnal.unigal.ac.id/index.php/mimbaragribisnis/article/view/4873/pdf
 
Rights Copyright (c) 2021 Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis
http://creativecommons.org/licenses/by-sa/4.0
 

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