Evaluation Of Preferences And Willingness To Pay Of Aglaonema Consumers In Sleman District, Yogyakarta

Abstract

Indonesia has natural conditions that are very supportive of horticultural growth, especially in the ornamental and consumer crops subsectors such as vegetables and fruits. Yogyakarta is one of the largest producers of ornamental plants in Indonesia. There has been a significant increase in the harvest area and production of several types of ornamental plants, such as aglaonema, which shows great potential for further development. The Covid-19 pandemic had a positive impact on the demand for ornamental plants, including aglaonema. People tend to seek new hobbies such as gardening or collecting ornamental plants to cope with stress and maintain mental health during periods of social distancing. Consumer preference for post-pandemic aglaonema in Sleman Regency is determined by attributes such as color, shape, size, motif, leaf texture, number of leaves, and plant appearance. This research uses descriptive and analytical methods with Chi-Square, Multiatribut Fishbein, and linear regression analysis techniques to identify consumer preferences and factors that influence willingness to pay for aglaonema plants. The results showed that the majority of buyers in Sleman Regency are women aged 30- 40 years with an undergraduate education level (S1). The majority of respondents' income ranged from Rp 3,000,000 to Rp 4,000,000 per month with the average respondent having 2 Aglaonema plants. Consumers tend to like Aglaonema with a number of 5-10 leaves, batik motifs, red leaf color, oval leaf shape, thick leaf texture, and healthy plant appearance with many leaves with the most considered attributes in purchasing Aglaonema in Sleman Regency are leaf color, plant appearance, leaf shape, leaf motif, leaf texture, leaf size, and price. Aglaonema consumers' willingness to pay is between Rp 100,000 to Rp 500,000. Factors such as price perception, age, trends, and physical attributes of Aglaonema have a significant influence on consumers' willingness to pay more for Aglaonema plants.