Factors Affecting Consumers' Perception and Willingness to Pay Toward Yogyakarta Local Black Rice

Abstract

This study aims to determine the factors that influence consumer perceptions of local black rice in Special Region of Yogyakarta (Yogyakarta) and consumer willingness to pay (WTP). Consumer perceptions and WTP need to be known in order to expand marketing and preserve the sustainability of local black rice in Yogyakarta, and can be input for producers in developing marketing strategies. Data collection used purposive and snowball sampling techniques with questionnaires and interviews with black rice consumers in Yogyakarta, namely Sleman, Bantul, and Gunungkidul Regency. The method used was descriptive analysis, factor analysis, and Contingent Valuation Method (CVM). The results showed that the majority of black rice consumers in this research were women (64%) with ages between 18-27 years. The factors that influenced consumer perceptions of black rice were quality attribute factor with an eigenvalue value of 9,365, purchasing location factor (2,980), socialization of the benefits of black rice to consumers factor (1,885), product superiority compared to white rice factor (1,502), price according to benefits factor (1,103), and packaging factor (1,065). The average price of black rice is 264% of the white rice price.