ESTIMATION OF CONSUMERS’ WILLINGNESS TO PAY FOR CAVENDISH BANANA USING CONTINGENT VALUATION METHOD IN YOGYAKARTA SPECIAL REGION

Banana is a fruit with the highest consumption level in Indonesia. There are many types of bananas in Indonesia, but only a few types are sold in modern markets and fruit shops, among other Cavendish banana. The Cavendish is known to consumers by their attractive appearance, superior quality and relatively higher prices. This study aims to assess the value of the consumers’ willingness to pay (WTP) for Cavendish banana and its determinant factors. There were two methods used, i.e., contingent valuation method to evaluate the consumers’ willingness to pay, and multiple regression to analyse its determinant factors. Primary data were obtained from 100 respondents by purposive sampling and interviewed in Yogyakarta Special Region between April and June 2019. The results indicate that the consumers’ willingness to pay (WTP) for Cavendish banana was IDR 24,485/kg, which was above the market price. The determinant factors of the consumers’ willingness to pay included the Cavendish banana price, quality of the Cavendish, monthly frequency of consuming banana, family size, income and marital status. The high value of the consumers’ willingness to pay indicates the good opportunity to expand the Cavendish banana market in Special Province Yogyakarta, by taking into account quality and market segmentation.

guaranteed quality.
Consumers' awareness of the purchase of healthy food products with high nutritional value is increasing. It leads consumers' willingness to pay for food products that are healthier, cleaner, have guaranteed quality and are certified at higher prices (Velčovská & Del Chiappa, 2015;Petjak et al., 2017). According to the food security Research on consumer trends in purchasing foodstuffs carried out domestically and abroad. The results stated that consumers not only pay attention to taste and price when making a purchase, but also begin to prioritize the health and quality of the food. It changes the mindset of consumers to be willing to spend more money on purchasing high quality of food ingredients. Consumers state that it is better to consume vegetables and fruits that are more expensive but guaranteed in quality (Velčovská & Del Chiappa, 2015;Rofiatin and Bariska, 2018). The results of previous studies state that the willingness to pay value of food products would be increasing when product quality was higher, product prices was low and large of consumer ncomes (Fathia et al., 2018;Rofiatin and Bariska, 2018;Velčovská & Del Chiappa, 2015) prices were gotten higher, the willingness to pay value of fresh products increased with quality and high consumer income (Gumirakiza&Choate, 2018;Petjak et al., 2017). Higher levels of education and consumer's employment types of have a positive effect on the willingness to pay of organic food products (Muhammad et al., 2015). According to Gumirakiza & Choate (2018) married consumers had a higher willingness to pay value of fresh products and women have a lower willingness to pay value than men.
In contrary, the research done by Eliza et al. (2011) and Alphonce et al., (2015) states that women were willing to pay far more than men because women as decision makers in the household.

Building a Hypothetical Market
T h e C a v e n d i s h B a n a n a Hypothetical Market illustrates the increasing public interest in fruits, one of which is that bananas are triggered by increasing public awareness of the importance of healthy living. Most people assume that eating banana is a source of potassium that is healthy, safe, and also nutritious and rich in vitamins and minerals especially potassium.
Bananas are a source of potassium (K) can maintain body water balance, blood pressure, and heart function.

Estimating Bid Value
Bid values were obtained through direct interviews with respondents. The

Value of Cavendish Banana
Based on the survey, it was found that as many as 82% of respondents were willing to pay for Cavendish banana at a price of more than IDR 20,000/kg. Their willingness to pay above market prices was based on

WTP curve
Respondents' WTP curves were formed using the cumulative amount of the number of respondents who give a certain WTP value. The assumption is that the higher the WTP price offered, the lower the number of respondents who were willing to pay Cavendish banana,at the price.

Cavendish Banana Prices
Cavendish banana prices had a positive effect on the value of WTP, when there is an increase in the price of Cavendish banana by 1%, it will increase the value of WTP by 0.29%. Increasing the price of a product will usually reduce consumer interest to make a purchase but not for some products that have added value and the status of products, such as imported products, have a special attraction in the Indonesian market (Muhammad et al., 2015 ;Velčovská & Del Chiappa, 2015). There were variables other than quality that affect WTP such as the status of imported products, this status has a special attraction in the Indonesian market (Muzdalifah, 2012 T h e a v e r a g e c o n s u m e r preference reveals that the quality of bananas contributed nearly 60% of the total importance of all attributes (Dhamotharan et al., 2015). The taste quality of food is the five main factors that influence the selection of consumers of a food product (Fathia, 2018). The quality of the fruit is not only the taste, but includes attractive appearance,  food products. (Velčovská & Del Chiappa, 2015). The regression results were due to the average respondent's income of minimum wage. Respondent income was above the minimum wage, meaning that respondents can meet their daily needs, including buying fruit.

Number of family members
The variable family size usually has a negative influence, but in this study, increasing one family member will increase the WTP of Cavendish banana by 0.06%. This research is in line with Croatia and the United Arab Emirates stating that a large number of family members will increase the WTP of food products (Petljak et al., 2017;Muhammad et al., 2015).

Marital status
The results of the analysis state that when a person was married, the value of his/her WTP was reduced by 0.22%. This result contradicts the previous studies, that respondents who are married have a higher WTP value (Toma, 2014).
According to alrakiza & Choate, (2018), respondents who are married have raised concerns about the purchase of fresh products so that they have a higher WTP. These are opportunities to target married respondents in healthy food product market segmentation (Yuhanin, et al., 2019 (Muhammad et al., 2015). Decision makers for shopping were not just women. Modern markets and fruit shops were convenient places and offer fixed prices, both of these factors could cause men to have the same opportunities in shopping for food products.

CONCLUSIONS AND SUGGESTIONS
The results show that consumers'