Persepsi Awal dan Willingness to Pay Ibu Rumah Tangga di Kota Medan terhadap Pembelian Minyak Makan Merah

Abstract

Red cooking oil is one of the derivative products of CPO (Crude Palm Oil) which is processed without going through the bleaching process with the aim of maintaining the carotenoid content. This oil is one of the innovations to overcome the scarcity of edible oil. The city of Medan, as one of the metropolitan cities, has a consumption of 1,826 tons/month or 60.88 tons/day and has even experienced a shortage of cooking oil. This study aims to determine perceptions, determine willingness to pay and analyze the relationship between perception and other variables such as income and the number of family dependents with willingness to pay for the purchase of red cooking oil in Medan City because red cooking oil products are quite new products in the community expecially for the housewive. Primary data collection with deep interviews, questionnaires and secondary data with literature studies. The sample of this study uses the non probability sampling technique that is purposive sampling and accidental sampling. Data analysis used descriptive analysis, Likert scale, contingent value method analysis and multiple linear regression analysis. The results of the study show that the perception value of housewives in Medan city is at 3,42 or classified as good. Then, the value of willingness to pay of housewives in Medan city is at Rp. 13,550. The perception also has a real effect on the willingness to pay, while the income and the number of family dependents have an intangible effect on the willingness to pay of housewives in Medan City for purchasing red cooking oil.