Abstract
This study aims to determine the influence of health consciousness, food safety concern, and familiarity in advertising on the willingness to pay for the purchase of healthy food products, namely Lemonilo in West Nusa Tenggara. The type of research used is quantitative research with a causality association approach. This study's respondents are consumers who have never bought Lemonilo products in West Nusa Tenggara. The number of samples taken was 120 consumers aged 20-50 years. The sampling technique used was the purposive sampling technique. The data analysis used in this study was multiple linear regression analysis with SPSS 2.6 for windows applications. The results showed that health consciousness and food safety concern does not affect willingness to pay. Meanwhile, familiarity with the advertisement significantly affects willingness to pay.