Research Methods KESIMPULAN DAN PENERAPAN A.
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2002, the results of this study are also not able to reveal the role of consumer concerns in the agricultural environment on consumer preferences, but it is
believed that this factor has an important role. Hedonic analysis of the organic rice showed that grain head, chalky grain,
texture, and sweetness are the factors that affected to the price of organic rice. Result of this study supports to the previous research conducted in Indonesia,
Philippines, and Thailand that consumers give a higher price for rice with higher number of grains head and less number of foreign matter Damardjati and Oka,
1992; Abansi et al., 1992; Sriswasdilek et al., 1992. Result of this study proves that a higher valuation of head grain of organic rice grain, texture and sweetness of
organic rice let a higher price. This occurs because the grain head, texture and sweetness are expected characteristics. The results also found that the increase in
chalky grain let a lower price, because chalky grain is an unexpected characteristic. The structure of hedonic price function in Surakarta is difference to Sragen
due to the variable of grain head, chalky grain, texture, sweetness, and intercept. The structure of hedonic price function in Semarang is difference to Sragen due to
the variable of chalky grain, sweetness, and intercept. Demand function analysis shows that the price of organic rice, the familial
reference, collegial reference, neighborhood reference and consumer preference are factors that significantly affect to the demand for organic rice. Organic rice price
has a positive effect on demand, suggests that consumer uses price as an indication of quality. This result is consistent with the theory developed by Agarwal and Teas
2001 which states that an increase in prices caused by the quality will lead to increase the demand.
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