ANALISIS ATRIBUT KUALITAS DAN KESEDIAAN KONSUMEN MEMBAYAR (WILLINGNESS TO PAY) PRODUK REBUNG KERING

Bamboo sprout is young bamboo which is delicious to be made as vegetable, but it is rotten easily. The abundant harvest of bamboo sprout makes farmers in Blitar, East Java process it into dried bamboo sprout to preserve and to add value to the sale of bamboo sprout. This study aims to analyze the consumer ratings of the dried bamboo sprout attributes, to analyze the effect of the dried bamboo sprout attributes on consumers 'willingness to pay, and analyze consumers' willingness to pay for dried bamboo sprout. Consumers' willingness to pay can be assessed from the attributes of taste, color, texture, packaging. and labels on these dried bamboo sprout preparations. This type of research uses quantitative descriptive method with multiple linear regression analysis technique. The independent variable (Y) is the consumer's willingness and the independent variables are taste (X1), color (X2), texture (X3), packaging (X4), and label (X5). Data collection technique is carried out by means of simple random sampling with housewives as the respondents in Karangkates Village, Sumberpucung District, Malang Regency. The results show that taste, texture and packaging affect the willingness of consumers to pay and the ratings of all attributes are almost the same, namely, moderate or sufficient. The factors that greatly affects consumers' willingness to pay is packaging. The willingness of consumers to pay shows that the average consumer is able to pay of IDR 7,000.00