Kesediaan Konsumen Membayar Lebih untuk Produk Buah di Hokky Graha Family

Abstract

Demand for high-quality fruit in modern retail is rising, yet prices at a premium outlet such as Hokky Graha Family remain higher than those at comparable supermarkets. This study describes the socioeconomic characteristics of consumers and estimates their maximum average willingness to pay (WTP) for apples, grapes, and oranges. Primary data were collected from 50 consumers in December 2024 using accidental sampling. Consumer characteristics were analyzed descriptively, while WTP was estimated using the contingent valuation method with a bidding-game technique. The results show that 84% of respondents were willing to pay above the prevailing market price. Most consumers were women (80%), aged 25–64 years (62%), married (64%), high-school graduates (68%), private-sector employees (44%), and earned IDR 4–10 million per month (62%). Among respondents willing to pay a premium, average WTP was IDR 117,738.09/kg for apples (+14.8%), IDR 144,261.90/kg for grapes (+11.3%), and IDR 98,023.81/kg for oranges (+17.3%). Willingness to pay clustered at a 10% premium. The findings indicate limited room for price adjustment; increases above 20% sharply reduce the number of willing buyers.