Abstract :
This study aims to analyze tilapia fish farming in Jatiguwi Village,
Sumberpucung District, Malang Regency, willingness to pay consumers to tilapia
fish and the influence of willingness to pay consumers to tilapia fish. The study
was conducted in Jatiguwi Village and traditional markets in Malang, namely
Dinoyo Market and Landungsari Market. There are two sampling methods,
namely first simple random sampling for business analysis with the number of
respondents 54 fish farmers and second accidental sampling with the number of
respondents as many as 40 people for WTP analysis. The analytical methods used
are description analysis, business analysis, CVM (Contingent Valuation Method)
and multiple linear regression analysis. The results of the research on tilapia fish
farming showed that the average total costs incurred by tilapia fish farmers were
as much as Rp 5,164,938.83 per harvest, with an average revenue of Rp
12,140,092.59 per harvest. The average income of all tilapia fish farmers who are
respondents is Rp. 6,975,153.76 per harvest. The tilapia fish cultivation business
in Jatiguwi Village is profitable and feasible because the R/C value is 2.35. The
results of the WTP analysis show that the average WTP value for tilapia fish is Rp.
32,350 with EWTP of Rp. 1,294,000 per day. Variable levels of education, income
and ownership of luxury goods affect consumers' willingness to pay (WTP) in
tilapia fish. Variables of age, marital status and number of family members did
not significantly influence consumers' willingness to pay (WTP) in tilapia fish.