ANALISIS WILLINGNESS TO PAY KONSUMEN TERHADAP DAGING AYAM RAS BERSERTIFIKAT HALAL (Studi Pada Kecamatan Pedurungan Kota Semarang)

Pedurungan subdistrict is one Sub-district that is in the city of Semarang. Extensive Sub Pedurungan i.e. 526.33 Ha. The population of Sub Pedurungan until 2014 according to Semarang in Numbers reached 178,544 inhabitants which comprise 88,183 residents of male and female population of 90,361. The aim of this research is to (1) identify awareness level of citizen in choozing halal certified chicken. (2) To estimate willingness to pay (WTP) (3) this study employed several variables: income of household, education level, age, meat consumption, awareness of halal-certified food, and number of family in one kitchen. This research using primary and secondary data. Primary data obtained from 102 respondents preclude women and 2 respondents keyperson of LPPOM MUI and academics. Secondary data obtained from BPS province of Central Java, Semarang, and BPS BAPPEDA of Central Java province. Pedurungan subdistrict was selected as a case study because it has the largest muslim population in the city of Semarang. The selection of respondents is performed using the method of accidental sampling. The results of the regression model tested with observations on ordinary least square. The result showed that out of 102, 96 respondents are willing to pay higher for certified meat. Furthermore, it was revealed that income, education, consumption level of chicken, and awareness are positively and significantly correlated with WTP. However, age is negatively and significantly correlated with WTP