DETAIL KOLEKSI

Assessing consumer preferences: exploring the willingness to pay a premium towards organic food brands


Oleh : Adina Raissa Putri

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Asep Hermawan

Pembimbing 2 : Mahasiswa

Subyek : Willingness to pay;Consumers' preferences

Kata Kunci : awareness, quality, uniqueness, social image, country-of-origin (COO), willingness to pay a premium.

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2024_SK_SMJ_022002003002_Halaman-Judul.pdf 11
2. 2024_SK_SMJ_022002003002_Surat-Pernyataan-Revisi-Terakhir.pdf
3. 2024_SK_SMJ_022002003002_Surat-Hasil-Similaritas.pdf
4. 2024_SK_SMJ_022002003002_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf 1
5. 2024_SK_SMJ_022002003002_Lembar-Pengesahan.pdf
6. 2024_SK_SMJ_022002003002_Pernyataan-Orisinalitas.pdf 1
7. 2024_SK_SMJ_022002003002_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf 1
8. 2024_SK_SMJ_022002003002_Bab-1.pdf 14
9. 2024_SK_SMJ_022002003002_Bab-2.pdf
10. 2024_SK_SMJ_022002003002_Bab-3.pdf
11. 2024_SK_SMJ_022002003002_Bab-4.pdf
12. 2024_SK_SMJ_022002003002_Bab-5.pdf 5
13. 2024_SK_SMJ_022002003002_Daftar-Pustaka.pdf 9
14. 2024_SK_SMJ_022002003002_Lampiran.pdf

P Penelitian ini bertujuan untuk mengeksplorasi pengaruh Awareness, Quality, Uniqueness, Social Image, dan Country-of-Origin (COO) terhadap Willingness to Pay a Premium towards Organic Food Brands. Data diperoleh dari 300 responden yang memiliki pengetahuan dan minat terhadap produk Organic Food, dengan menyebarkan kuesioner secara online melalui link Google Form. Metode pengambilan sampel yang digunakan adalah purposive sampling. Analisis data dilakukan menggunakan Structural Equation Model (SEM) dengan menggunakan software AMOS 23.Hasil penelitian menunjukkan bahwa terdapat pengaruh positif Awareness terhadap Willingness to Pay a Premium Price. Begitu pula dengan Quality, terdapat pengaruh positif terhadap Willingness to Pay a Premium Price. Namun, tidak ditemukan pengaruh positif Uniqueness terhadap Willingness to Pay a Premium Price. Selain itu, hasil penelitian menunjukkan bahwa terdapat pengaruh positif Social Image terhadap Willingness to Pay a Premium Price. Dan terakhir, Country-of-Origin juga ditemukan memiliki pengaruh positif terhadap Willingness to Pay a Premium Price.

T This study aims to explore the influence of Awareness, Quality, Uniqueness, Social Image, and Country-of-Origin (COO) on Willingness to Pay a Premium towards Organic Food Brands. Data were obtained from 300 respondents who have knowledge and interest in organic food products by distributing questionnaires online through a Google Form link. The sampling method used was purposive sampling. Data analysis was conducted using Structural Equation Model (SEM) with AMOS 23 software.The research findings indicate a positive influence of Awareness on Willingness to Pay a Premium Price. Similarly, Quality shows a positive influence on Willingness to Pay a Premium Price. However, no positive influence of Uniqueness on Willingness to Pay a Premium Price was found. Additionally, the research results show a positive influence of Social Image on Willingness to Pay a Premium Price. Finally, Country-of-Origin was also found to have a positive influence on Willingness to Pay a Premium Price.

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