Keputusan Pembelian, Preferensi, Dan Willingness To Pay Konsumen Beras Analog Berbahan Baku Jagung Di Wilayah Bogor
DOI:
https://doi.org/10.29244/fagb.16.2.164-179Keywords:
alternative food,, consumer decision-making,, discrete choice experiment,, discrete choice experiment, , discrete choice experimentAbstract
Corn-based analogue rice is an alternative food product that has the potential to support food diversification and the development of innovation-based agribusiness. However, market acceptance of this product is heavily influenced by consumer preferences and economic assessments. This study aims to analyze the purchasing decision-making process, preferences, and willingness to pay (WTP) of consumers towards corn-based analogue rice. The research was conducted through a survey of 50 consumers of corn-based analog rice. Data analysis used the Discrete Choice Experiment (DCE) approach with attributes of price, packaging, health benefits, texture, taste and flavor, labels and certifications, and purchasing outlets. The results showed that health benefits, sensory characteristics, and purchasing outlets were the main factors influencing consumer preferences, while price negatively affected utility. Consumers tend to choose corn-based analog rice with clear health benefits, characteristics close to white rice, and ease of purchase. WTP analysis shows that consumers are willingness to pay more for attributes that provide functional value, quality assurance, and ease of delivery, while packaging is not a major consideration. These findings indicate that the development of corn-based analog rice needs to focus on increasing product value, sensory quality, and efficient marketing strategies. This study has implications for the development of alternative food agribusiness and food diversification in Indonesia.
Downloads
References
Andoko, E., Adhi, A. K., & Dabukke, F. B. M. (2025). Strategic Staple Crop Diversification for Indonesia’s Food Sovereignty: Policy, Regulation, and Institutional Framework. FFTC Agricultural Policy Platform, 1–9. DOI: https://ap.fftc.org.tw/article/3861
Anindita, T. H., Kusnandar, F., & Budijanto, S. (2020). Sifat fisikokimia dan sensoris beras analog jagung dengan penambahan tepung kedelai. Jurnal Teknologi Dan Industri Pangan, 31(1), 29–37. DOI: https://doi.org/10.6066/jtip.2020.31.1.29
Annur, N. D., Nugrohoningtyas, B. S. H., Dodero, M. C. R., & Setyaningsih, W. (2020). Consumers’ willingness to pay for functional rice: a survey from Indonesia. Food Research, 4(4), 1344–1350. DOI: https://doi.org/10.26656/fr.2017.4(4).095
Ariadi, B. Y., Relawati, R., Szymoniuk, B., & Khan, W. A. (2021). The Factors Influencing Purchase and Willingness to Pay for Organic Vegetables. Sarhad Journal of Agriculture Special, 37(1), 207–218. DOI: https://doi.org/10.17582/journal.sja/2022.37.s1.207.218
Bahlawan, Z, A, S., Megawat., Damayanti, A., Desiriani, R., Maulana, A, Y., & Chriswardana, M. (2025). The Potential of Analog Rice as an Environmentally Friendly Food Alternative : A Mini Review. E3S Web of Conferences, 02060(650), 1–9. DOI: https://doi.org/10.1051/e3sconf/202565002060
Budijanto, S. 2014. Beras Analog Sebagai Vehicle Penganekaragaman Pangan (Orasi Ilmiah). Bogor (ID): Istitut Pertanian Bogor.
Budijanto, S., & Yuliana, N. D. (2015). Development of Rice Analog as a Food Diversification Vehicle in Indonesia. Journal of Developments in Sustainable Agriculture, 14, 7–14. DOI: https://doi.org/10.11178/jdsa.10.7
Cabral, D., Moura, A. P., Fonseca, S. C., Oliveira, J. C., & Cunha, L. M. (2024). Exploring Rice Consumption Habits and Determinants of Choice , Aiming for the Development and Promotion of Rice Products with a Low Glycaemic Index. Foods, 13(301). DOI: https://doi.org/10.3390/foods13020301
Chen, C.-W. (2024). Utilizing a Hybrid Approach to Identify the Importance of Factors That Influence Consumer Decision-Making Behavior in Purchasing Sustainable Products. Sustainability, 16(4432). DOI: https://doi.org/10.3390/su16114432
Clemons, E. K. (2008). How Information Changes Consumer Behavior and How Consumer Behavior Determines Corporate Strategy. Journal of Management Information Systems, 25(2), 13–40. DOI: https://doi.org/10.2753/MIS0742-1222250202
Fang, P., Zhou, Z., Wang, H., & Zhang, L. (2024). Consumer Preference and Willingness to Pay for Rice Attributes in China : Results of a Choice Experiment. Foods, 13(2774). DOI: https://doi.org/10.3390/foods13172774
Guan, Y. (2023). Consumer Behavior Analysis and Marketing Strategy Optimization in the Digital Media Environment. Industrial Engineering and Innovation Management (2023), 6, 87–94. DOI: https://doi.org/10.23977/ieim.2023.061012
Haris, A. (2024). Advances in Business & Industrial Marketing Research The Role of Marketing Research in Understanding Consumer Behavior and Preferences. Advances in Business & Industrial Marketing Research, 2(2), 59–71. DOI: https://doi.org/10.60079/abim.v2i2.259
Helmy, H., & El-Mehiry, H. F. (2012). Effect of Egyptian bread prepared by different types of flour on diabetic rats and its glycemic index in diabetic patients. Life Science Journal, 9, 2264–2272.
Ibnu, M. (2025). Reposisi BULOG dan Integrasi Empat Dimensi FAO: Model Konseptual dan Roadmap Strategis Ketahanan Pangan Nasional Indonesia. Jurnal Pangan, 34(2), 169-188. DOI: https://doi.org/110.33964/jp.v34i2.901
Kessels, R. (2011). Bayesian optimal designs for discrete choice experiments with partial profiles. Journal of Choice Modeling, 4(3), 52–74. DOI: https://doi/org/10.1016/S1755-5345(13)70042-3
Khaerunisa, A. C., Tinaprilla, N., & Purwono, J. (2025). Faktor–faktor yang memengaruhi purchase intention sayur organik pada konsumen mahasiswa di Yogyakarta. Forum Agribisnis, 15(1), 64–75. DOI: https://doi.org/10.29244/fagb.15.1.64-75
Kotler, P., & Keller, K. L. 2016. Marketing Management (14th ed.). United Kingdom: Pearson Education Limited.
Kurniawan, F. A. A., Ramdhani, I., & Fitrie, R. A. (2024). Analisis Pengambilan Keputusan Kebijakan Impor Beras dalam Konteks Pemenuhan Pangan Nasional di Indonesia. Indonesian Journal of Public Administration Review, 1(2), 1–15. DOI: https://doi.org/10.47134/par.v1i2.2394
Kurniawati, M., Budijanto, S., & Yuliana, N. D. (2016). Karakterisasi dan Indeks glikemik Beras Analog Berbahan Dasar Tepung Jagung. Jurnal Gizi Pangan, 11, 169–174.
Lizin, S., Rousseau, S., Kessels, R., Meulders, M., Pepermans, G., Speelman, S., Vandebroek, M., Broeck, G. Van Den, Loo, J. Van, & Verbeke, W. (2022). The state of the art of discrete choice experiments in food research. Food Quality and Preference, 102(104678). DOI: https://doi.org/10.1016/j.foodqual.2022.104678
Loo, E. J. Van, Hoefkens, C., & Verbeke, W. (2017). Healthy, sustainable and plant-based eating: Perceived (mis) match and involvement-based consumer segments as targets for future policy. Food Policy, 69, 46–57. DOI: https://doi.org/10.1016/j.foodpol.2017.03.001
Louviere, J., Hensher, D. A., & Swait, J. (2000). Stated Choice Methods: Analysis and Application. In Cambridge University Press. Cambridge University Press. DOI: https://doi.org/10.1017/CBO9780511753831
McFadden, D. 1974. Conditional Logit Analysis of Qualitative Choice Behavior. California: University of California at Berkeley.
Nabilasari, M., Harmini, & Muflikh, Y. N. (2025). Consumer Preference and Willingness to Pay for Organic Broiler Chicken in Jabodetabek. Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 24(01), 231–250. DOI: https://doi.org/10.31186/jagrisep.24.01.231-250
Nisak, S. C., & Rosida, D. F. (2025). Study of Analog Rice from Modified Kimpul Flour, Corn Flour, and Rice Field Snail (Pila ampullacea) Flour on Its Chemical and Sensory Characteristics. Asian Journal of Applied Research for Community Development and Empowerment, 9(2), 95-99. DOI: https://doi.org/10.29165/ajarcde.v9i2.661
Novitasari, D., Hermawan, A., & Candra Sunarti, T. (2017). Pengembangan produk “beras analog” untuk meningkatkan penerimaan pasar developing “analog rice” product to increase market acceptance. Jurnal Teknologi Industri Pertanian, 27(2), 152–160. DOI: https://doi.org/10.24961/j.tek.ind.pert.2017.27.2.152
Orme, B. K. 2010. Getting Started with Conjoint Analysis: Strategies for Product Design and Pricing Research. Madison: Research Publisher.
Sari, Y., Rasmikayati, E., Saefudin, B. R., Karyani, T., & Dewi, S. (2020). Willingness to pay konsumen beras organik dan faktor-faktor yang berkaitan dengan kesediaan. Forum Agribisnis, 10(1), 46–57. DOI: https://doi.org/10.29244/fagb.10.1.46-57
Sitaresmi, T., Hairmansis, A., Widyastuti, Y., Susanto, U., Pramono, B., Landep, M., Apri, I., Bayuardi, W., & Nugraha, Y. (2023). Advances in the development of rice varieties with better nutritional quality in Indonesia. Journal of Agriculture and Food Research, 12(100602), 1-8. DOI: https://doi.org/10.1016/j.jafr.2023.100602
Sumardiono, Siswo, B., Kusumayanti, H., Silvia, N., Feren Luthfiani, V., & Cahyono, H. (2021). Production and Physicochemical Characterization of Analog Rice Obtained from Sago Flour, Mung Bean Flour, and Corn Flour Using Hot Extrusion Technology. Foods, 10(3023). DOI: https://doi.org/10.3390/foods10123023
Sundram, P. (2023). Food security in ASEAN : progress , challenges and future. Front. Sustain. Food Syst, 7, 1260619. DOI: https://doi.org/10.3389/fsufs.2023.1260619
Tamyis, A, R., Isdijoso, W., Arif, S., Fatah, A. R. 2020. Tinjauan Strategis Ketahanan Pangan dan Gizi di Indonesia Informasi Terkini 2019-2020. https://smeru.or.id/id/publication-id/. Diakses 13 Desember 2025.
Tan, K. G., Merdikawati, N., Amri, M., & Tan, K. Y. (2016). Analisis Daya Saing Provinsi dan Wilayah. DOI: https://doi.org/10.1142/9929
Train, K. 2002. Discrete Choice Methods with Simulation. Cambridge University Press.
Varghese, C., Arcia, P., & Curutchet, A. (2024). Consumer Willingness to Pay for Food Products Enriched with Brewers ’ Spent Grain : A Discrete Choice Experiment. Foods, 13(5590). DOI: https://doi.org/10.3390/foods13223590
Viariani, W., Nurmalina, R., & Harmini. (2025). Consumer Preferences and Willingness to Pay for Porang Based Analog Rice. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 24(02), 509–524. DOI: https://doi.org/10.31186/jagrisep.24.02.509-524
Wardania, N. 2025. Willingness To Pay Konsumen Terhadap Produk Sayuran Organik Di Kota Bogor (tesis). Bogor: IPB University
Widayanti, S., Amir, I. T., Indah, P. N., & Septya, F. (2020). Consumer Preference of packaged rice and bulk rice in Surabaya. Holistica Journal of Business and Public Administration, 11(1), 155–169. DOI: https://doi.org/10.2478/hjbpa-2020-0014
Yang, X., Chen, Q., Xu, Z., Zheng, Q., Zhao, R., Yang, H., Ruan, C., Han, F., & Chen, Q. (2021). Consumers’ preferences for health-related and low-carbon attributes of rice: A choice experiment. Journal of Cleaner Production, 295(126443). DOI: https://doi.org/10.1016/j.jclepro.2021.126443
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Forum Agribisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The author submitting the manuscript must understand and agree that the copyright of the article manuscript must be submitted/transferred to the Journal Forum Agribisnis. This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 (CC BY-SA) International License in which the Author and Reader can copy and redistribute the material in any media or format, and remix, modify and build material for any purpose, but they must provide appropriate credit (citing articles or content), provide a link to the license, and indicate whether there is a change. If you mix, change, or create material, you must distribute your contribution under the same license as the original.
