ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI WILLINGNESS TO PAY KONSUMEN TERHADAP PRODUK BERAS ORGANIK EKAFARM CIKARANG

Ekafarm Cikarang is an organic food business with a home service concept that sells healthy and organic food products, one of which is rice. Organic rice is one of the environmentally friendly products and good for maintaining health. The purpose of this study is to identify the market segmentation of organic rice, estimate the willingness to pay value of organic rice consumers and identify factors that influence the willingness to pay of organic rice consumers. This research uses Contingent Valuation Method (CVM) and the analytical tool used was multiple linear regression analysis using the help of SPSS 26.0 software. The results of this study indicate that the highest average WTP value for organic rice is the brown rice type with a value of Rp6.357,00/kg while the lowest average WTP value for organic rice the amandia rice type with a value of Rp3.929,00/kg. Factors that influence the willingness to pay for organic rice are income, product price, product safety, and lifestyle.