THE INFLUENCE OF PRICES, PRODUCT QUALITY AND LIFESTYLE PATTERNS WILLINGNESS TO PAY (WTP) ORGANIC CUCUMBER (Cucumis sativus L.)
Abstract
Increasing the quality and quantity of cucumber production can make a major contribution to farmers' income, expanding employment opportunities and improving community nutrition. Therefore, it is necessary to develop organic cucumber agribusiness to better meet the needs of society. Moreover, people's food consumption patterns are increasingly shifting towards changing healthy lifestyles. The emergence of awareness of the dangers of chemical substances has made people more selective in choosing a product to consume. One alternative food that refers to a healthy lifestyle is organic watermelon. The aim of this research was to determine organic cucumber agribusiness activities at the Islamic University of Labuhan Batu. The research was carried out on 27 October – 12 December 2024. at the Islamic University of Labuhan Batu which is located on Jl. HM Yunus District. Northern Region. This research aims to determine the influence of product price, product quality, and lifestyle on willingness to pay (WTP) for organic cucumbers. The data analysis used is descriptive analysis and Multiple Linear Regression Analysis. The research was carried out at the Practice Garden of the Faculty of Agriculture, Islamic University of Labuhan Batu for 3 months, namely from 27 October – 12 December 2024. The sampling technique used Accidental Sampling with a total of 35 respondents. The results of the research show that lifestyle variables have a partially significant effect on willingness to pay for organic cucumbers. Meanwhile, all variables (product price, product quality, and lifestyle) have a significant effect simultaneously (together) on willingness to pay for organic cucumbers in the gardens of the Faculty of Agriculture, Labuhan Batu Islamic University.
