THE EFFECT OF CONSUMER PERCEPTIONS AND LIFESTYLE ON WILLINGNESS TO PAY PREMIUM PRICE WAGYU PRODUCTS

Yuli Kartika Dewi, Jessica Gosal Gosal

Abstract


Willingness to pay premium price is the willingness of individuals to spend a greater amount of money with the aim of getting a product or service of higher quality than other products or services. This study conducted a study of the effect of consumer perceptions and lifestyles on the willingness to pay premium prices of Wagyu products. As we know that the price of Wagyu beef is quite high, around Rp. 300,000 - Rp. 850,000 per kilogram depending on the quality. The purpose of this study was to determine: (1) the effect of consumer perceptions on the willingness to pay premium prices of Wagyu products; (2) the influence of lifestyle on the willingness to pay premium price of Wagyu products. The research method used is quantitative research. The population in this study are all consumers who have bought Wagyu meat in different cities with an infinite amount. Sampling in this study used a purposive sampling technique with a total sample of 123 people who had bought Wagyu products. Data collection techniques using a questionnaire with a Likert scale. This study uses multiple regression analysis test as an analytical tool to test hypotheses. Data from the questionnaire were analyzed to test factors and test variables using SPSS 21. The results of this study showed: (1) consumer perceptions had a positive and significant effect on willingness to pay premium prices for Wagyu meat products; (2) lifestyle has a positive and significant effect on the willingness to pay premium prices of Wagyu products.


Keywords


Consumer Perceptions, Gaya Hidup, Willingness to Pay Premium Price

Full Text:

PDF

References


Chang, R., Wei, Y., Ma, L., Wang, Y., Liu, H., & Song, M. (2011). The judgment of beef marble texture based on the MATLAB image processing technology. IFIP Advances in Information and Communication Technology, 346 AICT(PART 3), 106–112. https://doi.org/10.1007/978-3-642-18354-6_15

Chaudhary, R., & Bisai, S. (2018). Factors influencing green purchase behavior of millennials in India. Management of Environmental Quality: An International Journal, 29(5), 798–812. https://doi.org/10.1108/MEQ-02-2018-0023

Furlow, N. E., & Knott, C. (1996). Who’s Reading the Label? Millennials’ Use of Environmental Product Labels. Journal of Applied Business and Economics, 10, 1–12.

Ganai, A., Naveed Hamid, I., Sudhakar Dwivedi, I., Jyoti Kachroo, I., Manhas, I. J., Hamid, N., Dwivedi, S., Kachroo, J., & Manhas, J. (2019). Influence of packaging elements of ready to eat food products on buying behaviour. ~ 189 ~ JOURNAL of Pharmacognosy and Phytochemistry, 8(2), 189–194.

Gumber, G., & Rana, J. (2017). Factors Influencing Willingness to Pay Price Premium for Organic Food in India. International Journal of Emerging Research in Management and Technology, 6(2), 1–15. https://doi.org/10.23956/ijermt/v6n1/115

Irwanti, S. (2017). Warung Kopi dan Gaya Hidup Modern. Al-Khitabah, III(1), 33–47.

Lesmana, T., & Santoso, R. (2019). Perilaku Karakteristik Kepribadian, Harga Diri dan Gaya Hidup Hedonisme Pada Mahasiswa Konsumen Starbucks. Jurnal Ilmu Perilaku , 3 (1), 59-71.

Limantara, Y. D. P. (2017). Pengaruh Customer Perception Terhadap Minat Beli Konsumen Melalui Multiattribute Attitude Model Pada Produk Makanan Organik. Jurnal Manajemen Pemasaran, 11(2), 69–77.

https://doi.org/10.9744/pemasaran.11.2.69-78

Motoyama, M., Sasaki, K., & Watanabe, A. (2016). Wagyu and the factors contributing to its beef quality: A Japanese industry overview. Meat Science, 120, 10–18. https://doi.org/10.1016/j.meatsci.2016.04.026

Nicolau, J. L., Guix, M., Hernandez-Maskivker, G., & Molenkamp, N. (2020). Millennials’ willingness to pay for green restaurants. International Journal of Hospitality Management, 90(September 2019), 102601. https://doi.org/10.1016/j.ijhm.2020.102601

Oktafikasari, E., & Mahmud, A. (2017). Konformitas Hedonis dan Literasi Ekonomi Terhadap Perilaku Konsumtif Melalui Gaya Hidup Konsumtif. Economic Education Analysis Journal, 6(3), 684–697.

Omarov, R., Gorlov, I., Zakotin, V., & Shlykov, S. (2017). Development of marble beef technology. Engineering for Rural Development, 16(May), 956–959. https://doi.org/10.22616/ERDev2017.16.N194

Ottenbacher, M. C., Kuechle, G., Harrington, R. J., & Kim, W. H. (2019). QSR Customer Sustainable Behaviors and Brand Practice Perceptions on Willingness to Pay a Premium. International Hospitality Review , 33 (2), 106-125.

Priyatno, D. Spss 22 Pengolahan Data Terpraktis. JJogjakarta: CV. Andi.

Said, I. (2017). Warung Kopi Dan Gaya Hidup Modern. Jurnal Al-Khitabah , 3 (1), 33-47.

Sisputro, A. A. (2017). Pengaruh Literasi Keuangan dan Gaya Hidup Terhadap Perilaku Konsumtif Mahasiswa Akuntansi Universitas Ciputra Tahun 2014-2016. Jurnal Manajemen dan Bisnis , 1-10.

Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta.

Utomo, D., & Prasetyanta, A. (2018). Analisis Pengaruh Variabel Gaya Hidup Terhadap Keputusan Konsumen. E-Jurnal Ukeim University , 22-35.

Wahl, T. I., Shi, H., & Mittelhammer, R. C. (1995). A hedonic price analysis of quality characteristics of Japanese wagyu beef. Agribusiness, 11(1), 35–44. https://doi.org/10.1002/1520-6297(199501/02)11:1<35::AID-AGR2720110105>3.0.CO;2-N

Wardhani, W., Sumarwan, U., & Yuliati, L. N. (2015). Pengaruh Persepsi dan Preferensi Konsumen terhadap Keputusan Pembelian Hunian Green Product. Jurnal Manajemen dan Organisasi , 6 (1), 46-63.




DOI: http://dx.doi.org/10.30813/bmj.v16i2.2241

Refbacks

  • There are currently no refbacks.


UNIVERSITAS BUNDA MULIA PRESS
PROGRAM STUDI MANAJEMEN
Lantai 3, Ruang Akademik Program Studi Manajemen - Universitas Bunda Mulia
Jl. Lodan Raya No. 2, Ancol – Jakarta Utara 14430, Indonesia
Telp: +62 21 692 9090 ext.1364
Email: bmjubm@gmail.com