p-ISSN 2622-6154 e-ISSN 2621-3974 Volume 4 Number 1, March 2021 http://ejournal.umm.ac.id/index.php/agriecobis Volume 4 Number 1, March 2021 Published By: Program Studi Agribisnis Fakultas PertanianAgribisnis dan Peternakan Universitas Muhammadiyah Malang Jl. Raya Tlogomas No. 246 Malang, Jawa Timur Telp. 0341464318 ext. 116 Fax: (0341)460782. email: [email protected] Journal Agriecobis Alamat redaksi :Jl Raya Tlogomas 246 Malang, Gd. GKB 1 lt.5 Program Studi Agribisnis, Fakultas Pertanian Peternakan Universitas Muhammadiyah Malang (65144) Telepon/WA : +62 813-3076-4818 ext.116. Email :[email protected] Editorial Team Penanggung Jawab : Kepala LPPI UMM Ketua Program Studi Agribisnis UMM – FPP UMM Editor In Chief : Dr. Rahayu Relawati, Scopus ID: 57203370124, SINTA ID: 6032932 Universitas Muhammadiyah Malang, Indonesia Managing Editor : Ary Bakhtiar, M.Si Scopus ID : 57216509342, SINTA ID:6094163 Universitas Muhammadiyah Malang, Indonesia Editorial Board 1. Dr. Jangkung Handoyo Mulyo,. M.Ec, Scopus ID : 57193761320 Scholar ID : E3EjnV0AAAAJ SINTA ID : 6029967, Universitas Gadjah Mada Yogyakarta, Indonesia 2. Dr. Gede Mekse Korri Arisena,. SP.,M.Agb, SINTA ID : 6188678 Scholar ID : FBnJvf0AAAAJ, Univeristas Udayana, Indonesia 3. Ridha Rizki Novanda,. SE,. M.Si, Scopus ID: 57205058703 Scholar ID : dGr4hQMAAAAJ, SINTA ID : 6667740, Universitas Negeri Bengkulu, Indonesia 4. Ahmad Amiruddin,. SP., M.Si, Schoolar ID : SnlTakkAAAAJ Scopus ID : 57214313977, SINTA ID : 6696466, Universitas Hasanudin, Indonesia 5. Muhammad Khaliqi,. SP,. M.Si, Scopus ID : 57209415909 Scholar ID : FSjBYkMAAAAJ, SINTA ID : 6664701, Universitas Sumatera Utara, Indonesia 6. Livia Windiana,. SP., M.Agr, Scopus ID : 57221842074 SINTA ID: 6643339, Scholar ID : ESmkvsoAAAAJ, Universitas Muhammadiyah Malang, Indonesia 7. Nur Ocvanny Amir,. SP, MP, SINTA ID : 6099937 Scholar ID : h1dmaskAAAAJ, Universitas Muhammadiyah Malang, Indonesia 8. Zul Mazwan,. SP,. 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Email :[email protected] DAFTAR ISI Consumers Willingness to Pay and Factors Affecting Organic Vegetable Purchasing Decisions Sholvia Dwi Rahayuningsih, Anas Tain .................................................................. 01-12 Functional Change of Agricultural Land in Tabanan Regency, Bali (Case Study in Subak Jadi, Kediri District) Angeline Yulandari, I Made Sudarma, Gede Mekse Korri Arisena ................................... 13-21 Motivation and Perception to Support Purchasing Decisions in “Cafe & Resto Benteng Buah Naga”, Banyuwangi, East Java, Indonesia Yhanis Andita Sari, Gumoyo Mumpuni, Dyah Erni Widyastuti .................................... 22-31 The Impact of Credit on Multidimensional Poverty in Rural Areas : A Case Study of the Indonesian Agricultural Sector Tegar Rismanuar Nuryitmawan ................................................................................... 32-45 Strategi Pemasaran Bekatul Beras Merah Instan di CV. Pantiboga Natural Food Specialist, Kecamatan Matesih, Kabupaten Karanganyar Widya Ayu Pradani, Mohamad Harisudin, Isti Khomah ................................................. 46-57 Marketing of Hybrid Corn in Tapenpah Village, Insana District, North Central Timor Regency During the New Habit Adaptation Period Kanisius Siki, Agustinus Nubatonis, Umbu Joka .......................................................... 58-64 Analisis Pemasaran Biji Kopi Robusta Desa Jambuwer Kecamatan Kromengan Kabupaten Malang Moh. Selby Hamzah, Istis Baroh, Harpowo ................................................................... 65-74 University of Muhammadiyah Malang, East Java, Indonesia Agriecobis (Journal of Agricultural Socioeconomics and Business) p-ISSN 2662-6154, e-ISSN 2621-3974 // Vol. 4 No. 1 Maret 2021, pp. 01-12 Research Article Consumers Willingness to Pay and Factors Affecting Organic Vegetable Purchasing Decisions Sholvia Dwi Rahayuningsih1, Anas Tain2* 1,2Agribusiness Departement, Faculty of Agriculture and Animal Science, University of Muhammadiyah Malang, Jl. Raya Tlogomas No. 246, Malang, East Jav a Indonesia. sholv [email protected], [email protected] * corresponding author : [email protected] ARTICLE INFO ABSTRACT Along with the development of modern society, it is increasingly aware of a Article history healthy lifestyle. This is indicated by the increasing interest in organic Receiv ed: February 07, 2021 products. The research objective was to determine the characteristics of Rev ised: March 06, 2021 consumers, the value of willingness to pay, and the factors that influence the Accepted: March 24, 2021 customers’ decision to buy organic vegetables. The research was conducted Published: March 30, 2021 at CV. Kurnia Kitri Ayu Farm, in Malang. This study used accidental sampling to find the customers who buy organic vegetables at the store. The data Keywords collected were then analyzed quantitatively and qualitatively. Quantitative Consumers data were analyzed using the Contingent Valuation Method (CVM) and Organic v egetables Factor Analysis. Qualitative data was presented in graphs and tables. The Willingness to Pay (WTP) results showed that the value of Willingness To Pay (WTP) for organic vegetables per 200 grams as follows: kale was IDR 5,870; green spinach was IDR 5,925; mustard was IDR 6,000. While the WTP was IDR 158,500 (kale), IDR 160,000 (green spinach), and IDR 162,000 (mustard). The factors that influence purchasing are the factors of lifestyle, quality, habit, group reference, comfort, and trust. Copyright © 2021, Rahayuningsih et al This is an open access article under the CC–BY-SA license INTRODUCTION Indonesia has fertile soils and natural conditions that support abundant biodiversity. The tropical climate with sunshine occurs all year round, allowing farmers to grow crops throughout the year. These natural conditions support the cultivation of organic vegetables. Organic vegetables have more benefits than non- organic vegetables, such as a sweeter taste, crunchier texture, longer freshness, and not harmful to health because they do not contain chemical residues (Suprihati, et al., 2015). A healthy lifestyle increases public awareness of the dangers of chemical substances in food products to be consumed. People are increasingly selective in choosing vegetables, this is an opportunity for the organic vegetable market. This fact is confirmed by Rifai et al., (2008), who stated that organic food in the form of vegetables is now starting to interest people in Indonesia. There are many benefits to be obtained from consuming organic vegetables, such as the carrying capacity of the environment and not harmful to the health of consumers (Novandari, 2011). 10.22219/agriecobis http://ejournal.umm.ac.id/index.php/agriecobis [email protected] 1 Agriecobis (Journal of Agricultural Socioeconomics and Business) Vol. 4, No. 1, March 2021, pp. 01-12 The public perception of the price of organic vegetables which is more expensive than non-organic vegetables has been the obstacle they have faced so far (Aufanada et al, 2017).