Pengaruh Protokol Kesehatan Terhadap Willingness to Pay di Street Food pada Masa Pandemi Covid-19

Rahmawati, Puput (2022) Pengaruh Protokol Kesehatan Terhadap Willingness to Pay di Street Food pada Masa Pandemi Covid-19. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pandemi Covid-19 banyak memberikan dampak terhadap ekonomi, termasuk para pedagang kaki lima yang menjual makanan atau street food. Setelah berlangsung selama dua tahun, meskipun pandemi belum berakhir sudah banyak masyarakat yang mengendorkan protokol kesehatannya, termasuk di street food. Hal tersebut berpengaruh terhadap keinginan masyarakat untuk membeli street food serta resiko penularan yang terjadi di street food apabila para pedagang kaki lima tidak mau menaati protokol kesehatan karena tidak mau mengeluarkan biaya lebih untuk memenuhi protokol kesehatan. Penelitian ini bertujuan untuk mengidentifikasi indikator serta variable knowledge dan attitude cutomer terhadap street food, serta melakukan analisis willingness to pay (WTP) selama pandemic COVID-19 dan indikator apa yang paling berpengaruh. Survey dilakukan secara online dan diolah menggunakan software SmartPLS. Hasil penelitian ini adalah terdapat 5 indikator yang valid untuk menjadi alat ukur pada variable customer knowledge, 14 indikator untuk variabel customer attitude, dan 3 indikator yang berpengaruh terhadap willingness to pay pelanggan street food. Rata-rata kenaikan harga yang dapat diterima oleh customer adalah Rp 5.000 sehingga pedagang dapat menerapkan protokol kesehatan secara penuh tanpa harus merasa khawatir mengalami penyusutan profit. Penelitian ini diharapkan dapat memberikan rekomendasi bagi para pelaku usaha street food dan juga pemerintah untuk mempertimbangkan kenaikan harga agar para pedagang kaki lima lebih tertib dalam menerapkan protokol kesehatan.
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The Covid-19 pandemic has had many impacts on the economy, including street food vendors. After two years, although the pandemic has not ended, many people have decreased their health protocols, including on street food. This affects the public's desire to buy street food and the risk of transmission that occurs in street food if street vendors do not want to comply with health protocols because they do not want to spend more to comply with health protocols. This study aims to identify indicators and variables of customer knowledge and attitude towards street food, as well as analyze willingness to pay (WTP) during the COVID-19 pandemic and what indicators have the most influence. The survey was conducted online and processed using SmartPLS software. The results of this study are that there are 5 valid indicators to be a measuring tool for the customer knowledge variable, 14 indicators for the customer attitude variable, and 3 indicators that affect the willingness to pay of street food customers. The average price increase that can be accepted by customers is IDR 5,000 so vendors can fully implement health protocols without having to worry about losing profits. This research is expected to provide recommendations for street food vendors and also the government to consider price increases so that street vendors are more orderly in implementing health protocols.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Street food, willingness to pay, customer knowledge, customer attitude, variabel, indikator, COVID-19,variable, indicator.
Subjects:	Q Science > Q Science (General)
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User:	Puput Rahmawati
Date Deposited:	15 Mar 2022 00:53
Last Modified:	02 Nov 2022 00:56
URI:	http://repository.its.ac.id/id/eprint/94819

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