ANALISIS KESEDIAAN MEMBAYAR (WILLINGNESS TO PAY) KONSUMEN TERHADAP PRODUK SARI LEMON MURNI DI MALANG RAYA

Pure lemon juice is a product with significant market potential, as public awareness of the
importance of health increases. This study aims to estimate the average willingness to pay (WTP) for pure lemon juice and the factors that influence consumers' willingness to pay for pure lemon juice. This study was conducted in Malang Raya by distributing online questionnaires in Google Form format. The sample of this study was 100 respondents consisting of active consumers of pure lemon juice. Data analysis used in this study included descriptive analysis, the Contingent Valuation Method (CVM) with the Double-
Bounded Dichotomous Choice (CDBC) approach, and the Spearman rank correlation coefficient test. The results of this study indicate that the average WTP value of respondents is IDR 43,850 per unit (250 ml) with the majority of respondents (43%) willing to pay the highest offer (≥ IDR 50,000). The variables of income level, product price, and age have a significant relationship to the WTP value. It is hoped that these findings can serve as a reference for pure lemon juice product producers in determining the right pricing and market segmentation strategies in the Malang Raya.