ANALISIS KESEDIAAN KONSUMEN MEMBAYAR (WILLINGNESS TO PAY) TERHADAP DAGING AYAM BROILER BERLABEL HALAL DI PASAR MODERN KOTA SURAKARTA

Oleh :
Muhammad Yanuar Yudhanta - H0822097 - Fak. Pertanian

Muhammad Yanuar Yudhanta. H0822097. 2026. Consumer Willingness to PayAnalysis for Halal-Labeled Broiler Chicken at Modern Markets in SurakartaCity. Supervised by Ir. Agustono, M.Si. and Dr. Fanny Widadie, S.P., M.Agr. Facultyof Agriculture, Universitas Sebelas Maret Surakarta.Indonesia is home to the largest Muslim population in the world, making thedemand for halal food products critically important. Broiler chicken is one of theprimary sources of animal protein for Indonesian society, with per capita consumptionreaching 7.25 kg per year in 2024. The growing demand for halal-labeled broilerchicken necessitates an analysis of consumer willingness to pay in order to understandhow much consumers are willing to pay beyond the market price for halal certificationassurance. This study aimed to 1) estimate the Willingness to Pay (WTP) value ofconsumers for halal-labeled broiler chicken at modern markets in Surakarta City; and2) analyze the factors influencing consumer willingness to pay for halal-labeled broilerchicken.This study employed a descriptive method with a survey approach conducted atPrima Freshmart Hasanudin and Prima Freshmart Fajar Indah in Surakarta City,involving 100 respondents selected through purposive sampling. Data were collectedthrough structured questionnaire-based interviews. Data were analyzed using theContingent Valuation Method (CVM) with a Bidding Game approach to estimate theWTP value and multiple linear regression to analyze the factors influencing WTP.The results showed that 87 out of 100 respondents were willing to pay more forhalal-labeled broiler chicken, with an average WTP value of IDR 51,551 per kilogram,resulting in a price premium of IDR 11,551 per kilogram above than the current marketprice of IDR 40,000 per kilogram. Simultaneously, all independent variablessignificantly influenced WTP. Partially, the variables of education, number of familymembers, income, religiosity, quality perception, and the price of non-halal-labeledchicken significantly influenced WTP, while gender, age, and purchase frequency didnot show significant effects. Income was the most dominant variable with the highestregression coefficient of 1,300.694.Recommendations include: 1) business actors are advised to set selling prices nohigher than IDR 55,000 per kilogram and to prominently display the official MUI halalcertification logo on product packaging; 2) the government is advised to implementhalal literacy education programs for the community and to expand access to subsidizedhalal certification for small and medium-scale business actors; and 3) future researchis recommended to incorporate additional variables such as trust in halal certificationinstitutions and halal awareness, given that 32.3% of WTP variation remainsunexplained by the current model.