Analysis Of Consumer Willingness to Pay (Wtp) For Processed Carp (Cyprinus Carpio) And Tilapia (Oreochromis Niloticus) Product Attributes in North Minahasa Regency

North Minahasa Regency has great potential for freshwater fish aquaculture development, particularly carp (Cyprinus carpio) and tilapia (Oreochromis niloticus). This research aims to analyze consumer willingness to pay (WTP) for processed freshwater fish product attributes and influencing factors. The study was conducted on 45 respondents at nine restaurants in Airmadidi, Kalawat, and Dimembe Districts using purposive and accidental sampling methods. Data analysis employed the Contingent Valuation Method (CVM) with bidding game approach and logistic regression. Results showed average consumer WTP for large-sized fried tilapia was IDR 78,400 (20.6% above market price), while large-sized grilled spicy carp was IDR 82,200 (18.5% above market price). Fish size and freshness attributes were the most significant factors affecting consumer WTP (p