WILLINGNESS TO PAY MAHASISWA FE UNY 2014-2017 TERHADAP MAKANAN BERLABEL HALAL

Abstract

Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh pendapatan, pengalaman mengkonsumsi, dan kesadaran kehalalan mahasiswa secara parsial dan simultan terhadap Willingness To Pay/WTP mie samyang berlabel halal LPPOM MUI. Sampel dalam penelitian ini sejumlah 96 Mahasiswa FE UNY. Metode pengumpulan data yang digunakan adalah kuesioner. Teknik analisis menggunakan regresi ganda dan contingent valuation method. Hasil penelitian menunjukkan secara parsial variabel pendapatan dan pengalaman mengkonsumsi berpengaruh positif terhadap WTP mie samyang berlabel halal LPPOM MUI, namun kesadaran kehalalan berpengaruh negatif terhadap WTP mie samyang berlabel halal LPPOM MUI. Hasil pengujian secara simultan menunjukkan bahwa ketiga variabel berpengaruh signifikan terhadap WTP mie samyang berlabel halal LPPOM MUI. Perubahan yang terjadi pada variabel WTP dapat dijelaskan oleh variabel bebas dalam penelitian ini sebesar 58,9%. Hasil analisis nilai WTP menunjukkan mayoritas responden bersedia membayar sebesar Rp 15.000,00.

Abstract: This study aims to find out the effects of the income, consuming experience, and awareness of being halal among the 2014-2017 admission year students of the Faculty of Economics (FE), Yogyakarta State University (YSU), partially and simultaneously, on the Willingness to Pay (WTP) for Samyang noodle halal-certified by LPPOM MUI. The research sample consisted of 96 students, selected using the Slovin formula. A questionnaire collected the data. The data analysis technique was OLS multiple regression. Also, the WTP value was analyzed by the contingent valuation method. The results of the study showed that partially the variables of the income and consuming experience have significant positive effects on the WTP for Samyang noodle halal-certified by LPPOM MUI. However, the awareness of being halal has a significant adverse effect on the WTP for Samyang noodle halal-certified by LPPOM MUI. The result of the simultaneous test indicates that the three variables significantly affect the WTP for Samyang noodle halal-certified by LPPOM MUI. The change that occurs in the variable of the WTP that can be explained by the independent variables in this study is 58.9%. The result of the WTP value analysis shows that the majority of respondents are willing to pay by Rp 15,000.00.