Analisis Kesediaan Membayar (Willingness to Pay) Konsumen Terhadap Produk Kopi Berlabel Fairtrade di Berbagai Wilayah Indonesia

  • Ni Putu Ermina Saraswati Universitas Diponegoro
  • Mukson Mukson Program Studi Agribisnis, Universitas Diponegoro
  • Suryani Nurfadillah Program Studi Agribisnis, Universitas Diponegoro
DOI: https://doi.org/10.19184/jsep.v16i1.33979

Abstract

The increase in demand for coffee has not been in line with the increase in the welfare of the farmers. Fairtrade certification has a social premium for ensuring the welfare of farmers, but companies must anticipate higher production costs. This study aims to analyze the characteristics of consumers of coffee products in Indonesia, analyze the maximum WTP (Willingness to Pay) average value, and the factors that influence this value. This research was conducted in various regions in Indonesia with a sample of 218 respondents. Analysis was performed using descriptive analysis method, contingent valuation method (CVM) analysis, and multiple linear regression analysis. The results showed that the average coffee consumer was a woman aged 21-30 years, undergraduate education level, income less than IDR 2,000,000, bought 2-4 coffees per month, and had a moderate knowledge score. Respondents who were willing to pay more were 199 respondents with an average value of readiness to pay a maximum of IDR 4,909.55 and a total WTP aggregate value of IDR 977,000.00. Gender Factors, age, education level, income level, purchase quantity, attitude towards the environment, and lifestyle simultaneously influence the WTP value of Fairtrade coffee, while gender, knowledge, and lifestyle factors do not partially affect the WTP value of coffee Fairtrade label.

References

Bakhri, F. R. (2016). Faktor-Faktor Yang Mempengaruhi Produktivitas Usaha Tani Antara Kecamatan Peterongan dan Kecamatan Megaluh Kabupaten Jombang. Jurnal Universitas Negeri Surabaya, 3(3), 416–422.

Chalil, D., Basyuni, M., Barus, R., & Putri, L. A. P. (2018). Smallholders’ willingness to pay for dura marking oil palm seeds. E3S Web of Conferences, 52, 1–6. https://doi.org/10.1051/e3sconf/20185200011

Elliott, K. (2012). Is My Fairtrade Coffee Really Fair? Trends And Challenges In Fair Trade Certification. Washington DC.

Fajri, H. (2015). Implementasi Sertifikasi Fairtrade pada Kopi Gayo: Analisis Posisi Petani dalam Struktur Perdagangan Alternatif. Journal of World Trade Studies, 5(1), 37–47. Retrieved from https://journal.ugm.ac.id/v3/JWTS/article/view/838

Fajria, F., Ethika, D., & Kusnaman, D. (2020). Analisis Kesediaan Membayar (Willingness To Pay) Konsumen Terhadap Sayuran Organik Di Pasar Modern Purwokerto Dan Faktor-Faktor Yang Mempengaruhi. SEPA: Jurnal Sosial Ekonomi Pertanian Dan Agribisnis, 17(1), 40–48. https://doi.org/10.20961/sepa.v17i1.39863

Gama, I.G.M.; Oktaviani, R.; Arifin, A. (2016). Analisis Kepuasan Petani Terhadap Penggunaan Pupuk Organik Pada Tanaman Padi. Jurnal Agro Ekonomi, 34(2), 105–122.

Geofanny, E. (2020). Faktor yang Mempengaruhi Konsumen dalam Keputusan Pembelian Kopi (Studi Kasus: Bumi Kayom Langit Senja Coffee Salatiga). Jurnal Ilmiah Mahasiswa Agroinfo Galuh, 7(2), 441–454. https://doi.org/10.25157/jimag.v7i2.3485

Indriyanti, I. Y., Irianto, H., & Sundari, M. T. (2019). Analisis Faktor Bauran Pemasaran terhadap Keputusan Pembelian Minuman Kopi Banaran 9 di Coffee and Tea Colomadu. Agriecobis : Journal of Agricultural Socioeconomics and Business, 2(1), 47–57. https://doi.org/10.22219/agriecobis.vol2.no1.47-57

Karuniawati, T., Satria, A., & Yuliati, L. N. (2017). Analisis Pembelian Ikan Segar dan Ikan Olahan Pada Ibu Bekerja dan Ibu Tidak Bekerja. Jurnal Ilmu Keluarga Dan Konsumen, 10(1), 59–70. https://doi.org/10.24156/jikk.2017.10.1.59

KBRI Belgia. (2017). Peluang, Tantangan, dan Strategi Meningkatkan Ekspor Kopi ke Belgia. Belgia: KBRI.

Lingga, S. S., & Rijanta, R. (2014). Rantai Distribusi Kopi Dalam Peningkatan Kesejahteraan Petani Kopi di Kabupaten Dairi. Jurnal Bumi Indonesia, 15(1), 1–9.

Mega, A. R. P., Hendrarini, H., & Santoso, W. (2022). Analisis Kesediaan Membayar ( Willingness To Pay ) Konsumen Terhadap Pembelian Produk Sayuran Melalui Online Market. Agroinfo Galuh, 9(1), 362–375.

Meiri, A., Nurmalina, R., & Rifin, A. (2013). Analisis Perdagangan Kopi Indonesia di Pasar Internasional. Jurnal Tanaman Industri Dan Penyegar, 4(1), 39–46. Retrieved from http://ejurnal.litbang.pertanian.go.id/index.php/bultri/article/view/2378/2066

Nasution, R. H. (2019). Penerapan Prinsip Fair-Trade Dalam Upaya Peningkatan Kesejahteraan Petani Kopi Di Jawa Barat. Dialogia Iuridica: Jurnal Hukum Bisnis Dan Investasi, 10(2), 50–75. https://doi.org/10.28932/di.v10i2.1238

Novita. (2022). Kesediaan untuk Membayar Produk Ramah Lingkungan pada Generasi Milenial di Indonesia. Jurnal Ilmiah Manajemen, Ekonomi Dan Akuntansi, 2(2), 33–47.

Priambodo, L. H., & Najib, M. (2016). Analisis Kesediaan Membayar (Willingness to Pay) Sayuran Organik dan Faktor-Faktor yang Mempengaruhinya. Jurnal Manajemen Dan Organisasi, 5(1), 1–13. https://doi.org/10.29244/jmo.v5i1.12125

Puspita Sari, H., & Setiartiti, L. (2015). Willingness To Pay Perbaikan Kualitas Pelayanan Kereta Api. Jurnal Ekonomi Dan Studi Pembangunan, 16(2), 200–209. Retrieved from https://media.neliti.com/media/publications/79418-ID-willingness-to-pay-perbaikan-kualitas-pe.pdf

Sari, D. K., Ekowati, T., & Setiadi, A. (2020). Analisis Kesediaan Konsumen untuk Membayar Produk Tempe Hygiene Rumah Kedelai Grobogan di Kabupaten Grobogan. Jurnal Sosial Ekonomi Pertanian (JSEP), 13(2), 145–158.

Sörqvist, P., Hedblom, D., Holmgren, M., Haga, A., Langeborg, L., Nöstl, A., & Kågström, J. (2013). Who needs cream and sugar when there is eco-labeling? Taste and willingness to pay for “eco-friendly” coffee. PLoS ONE, 8(12), 1–9. https://doi.org/10.1371/journal.pone.0080719

Tamalia, D. I., Santoso, S. I., & Budihajo, K. (2018). Analisis Tingkat Pendapatan Usahatani Alpukat Di Kelompok Tani Kabupaten Semarang. Jurnal Ilmu – Ilmu Pertanian, 14(1), 1–11.

Utami, W. T., & Yuliawati. (2020). Faktor Sosial, Pribadi, dan Psikologis Yang Mempengaruhi Keputusan Pembelian Minuman Kopi Di Kampoeng Kopi Banaran. Jurnal Agribisnis Kepulauan, 8(2), 131–148.

Wibowo, A. (2019). Potensi dan tantangan kopi di era milenial. War Pus Penelit Kopi Kakao Indones. Warta Pusat Peneliti Kopi Kakao Indonesia, 31(2), 16–23.

Widiastuti, M. M. D. (2013). Analisis kesediaan membayar (WTP) Program Pengelolaan Sampah dan Pelestarian Waduk Cirata – Jawa Barat. Agrikan: Jurnal Agribisnis Perikanan, 6(3), 73–81. https://doi.org/10.29239/j.agrikan.6.0.73-81
Published
2023-05-14
How to Cite
SARASWATI, Ni Putu Ermina; MUKSON, Mukson; NURFADILLAH, Suryani. Analisis Kesediaan Membayar (Willingness to Pay) Konsumen Terhadap Produk Kopi Berlabel Fairtrade di Berbagai Wilayah Indonesia. JSEP (Journal of Social and Agricultural Economics), [S.l.], v. 16, n. 1, p. 69-80, may 2023. ISSN 2356-2382. Available at: <https://jurnal.unej.ac.id/index.php/JSEP/article/view/33979>. Date accessed: 01 may 2024. doi: https://doi.org/10.19184/jsep.v16i1.33979.
Citation Formats
Issue
Vol 16 No 1 (2023): JURNAL SOSIAL EKONOMI PERTANIAN (J-SEP)
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Jurnal Sosial Ekonomi Pertanian (J-SEP) has CC-BY-SA or an equivalent license as the optimal license for the publication, distribution, use, and reuse of scholarly work.
The work is simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License, which permits others to share the work with an acknowledgement of the authorship and the work's initial publication in this journal. Authors who publish with this journal retain their copyright and grant the journal the right of first publication.

Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plugin to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.