WILLINGNESS TO PAY ANALYSIS OF EDELWEISS FLOWER FROM EX-SITU CONSERVATION AT WONOKITRI VILLAGE, PASURUAN REGENCY

One of endemic flora that has become an icon in the Bromo Tengger Semeru National Park (TNBTS) area is the Edelweiss Flower. The existence of tourism developments in the Bromo Tengger Semeru National Park (TNBTS) area makes the demand for Edelweiss flowers as souvenirs even greater. It affects the economic value of these commodities. The population decline threatens its availability for the Tengger indigenous people who use Edelweiss Flowers as offerings that other components cannot replace. Until 2017, several Wonokitri Village communities, under the guidance of TNBTS, formed a farmer group called Hulun Hyang to conserve the Edelweiss Flower ex-situ. It was a long journey for the Hulun Hyang farmer group to get a breeding permit from the KLHK regarding wanawiyata widyakarya. This study aims to measure the willingness to pay of Edelweiss Park tourists for edelweiss flowers from the Ex-Situ conservation of the Hulun Hyang Farmer Group and determine what factors influence the willingness to pay. This study uses primary data with the number of respondents as many as 100 respondents who were conducted randomly or random sampling. The contingent valuation method (CVM) approach can estimate willingness to pay. This study's analytical tool uses multiple linear regression on SPSS 22. Based on the analysis, the average willingness to pay per person for a simple series containing 100 stalks of Edelweiss flowers is Rp. 36,307.00, with a total value of willingness to pay Rp. 3,667,000.00. The factors that are thought to significantly influence the value of willingness to pay for Edelweiss Flowers from Ex-situ Conservation of the "Hulun Hyang" Farmer Group in the Bromo Tengger Semeru National Park are the latest education and monthly income.