Pengukuran Willingness To Pay: Adakah Pendekatan Terbaik?

Henrycus Winarto  Santoso; Made Siti Sundari

doi:10.24123/soshum.v4i1.5841

Henrycus Winarto Santoso Fakultas Bisnis dan Ekonomika, Universitas Surabaya, Surabaya-Indonesia
Made Siti Sundari Fakultas Bisnis dan Ekonomika, Universitas Surabaya, Surabaya-Indonesia

DOI: https://doi.org/10.24123/soshum.v4i1.5841

Abstract Views: 94 times

PDF Downloads: 92 times

Keywords: Willingness To Pay (WTP), Library Research, Field Research, WTP, direct approach, indirect approach, hypothetical context, actual context, REAL, WTP, pendekatan langsung, pendekatan tidak langsung, konteks hipotetis, konteks aktual, REAL

Abstract

Abstract—Commercial decisions, such as pricing or new product launches, require knowledge of consumers' willingness to pay (WTP) for a product. WTP is crucial in marketing practice and serves as the main basis for making decisions in marketing strategy. Various approaches to measuring WTP have emerged. Through a comparative descriptive literature study, this research aims to answer the question: Is there a superior approach to measuring WTP? The results indicate that there is no single best approach, as each method has its own advantages and disadvantages. The study examines various existing WTP measurement approaches, including Direct and Indirect Approaches, Hypothetical and Actual Contexts.

Keywords: WTP, direct approach, indirect approach, hypothetical context, actual context, REAL

Abstrak—Putusan komersial seperti penetapan harga atau peluncuran produk baru memerlukan pengetahuan yang memadai tentang seberapa konsumen bersedia membayar (WTP) suatu produk. Tidak mengherankan bila WTP dipandang memiliki posisi yang sangat penting dalam praktik pemasaran dan merupakan landasan utama dalam pengambilan putusan di bidang strategi pemasaran. Oleh karena itu tidaklah mengherankan bila muncul berbagai pendekatan dalam pengukuran WTP. Dari berbagai pendekatan pengukuran WTP yang ada pada saat ini, melalui studi literatur deskriptif komparatif, studi ini dilakukan untuk menjawab pertanyaan: Adakah suatu pendekatan yang bisa disebut sebagai pendekatan terbaik, yaitu unggul dalam segala aspek? Hasil studi menunjukkan bahwa dari berbagai pendekatan pengukuran WTP yang ada pada saat ini belum ada suatu pendekatan yang bias diberi label sebagai pendekatan terbaik karena tiap pendekatan memiliki kelebihan dan kekurangan.

Kata Kunci: WTP, pendekatan langsung, pendekatan tidak langsung, konteks hipotetis, konteks aktual, REAL

Downloads

Download data is not yet available.

References

Anderson, J. C., Jain, D. C., &Chintagunta, P. K. (1992). Customer value assessment in business markets: A state-of-practice study. Journal of Business-to-Business Marketing, 1(1), 3–29.

Berman B., Evans J.R. (2021). Retail Management. A Strategic Approach. – Upper Saddle River, NJ: Prentice Hall.

Bohm, Peter, Johan Lindén, and Joakim Sonnegård (1997), Eliciting Reservation Prices: Becker-DeGroot-Marschak Mechanisms vs. Markets. The Economic Journal, 107 (443), 1079–1089.

Breidert C., Hahsler M., Schmidt-Thieme L. (2005). Reservation price estimation by adaptive conjoint analysis // Claus Weihs, Wolfgang Gaul, editors, Classification - the Ubiquitous Challenge. Studies in Classification. – Springer-Verlag, – pp. 577- 584.

Cameron T.A., James M.D. (1987). Estimating Willingness to Pay from Survey Data: An Alternative Pre-Test-Market Evaluation Procedure // Journal of Marketing Research, – N o 24(4). – pp. 389-395.

Ding, M., Grewal, R., & Liechty, J. (2005). Incentive-aligned conjoint analysis. Journal of Marketing Research, 42(February), 67–82.

Frykblom, Peter (1997). Hypothetical Question Modes and Real Willingness to Pay. Journal of Environmental Economics and Management, 34 (3), 275–87.

Grunert, K. G., Juhl, H. J., Esbjerg, L., Jensen, B. B., Bech-Larsen, T., Brunsø, K., & Madsen, C. Ø. (2009). Comparing methods for measuring consumer willingness to pay for a basic and an improved ready made soup product. Food Quality and Preference, 20(8), 607-619.

Hofstetter R, Miller KM, Krohmer H, Zhang J.(2021). A de-biased direct question approach to measuring consumers' willingness to pay. International Journal of Research in Marketing 38, 70-84.

Jedidi, K., & Zhang, Z. J. (2002). Augmenting conjoint analysis to estimate consumer reservation price. Management Science, 48(10), 1350–1368.

Levy M., D. Grewal, P.K. Kopalle, J.D. Hess.(2004). Emerging trends in retail pricing practice: implications for research.Journal of Retailing No 80, 13-21.

Louviere JJ., Hensher D.A., Swait J.D. (2000). Stated Choice Methods: Analysis and Application. – Cambridge: Cambridge University Press.

Lusk, J. L., & Schroeder, T. C. (2004). Are choice experiments incentive compatible? A test with quality differentiated beef steaks. American Journal of Agricultural Economics, 86(2), 467–482.

Marn M.V., Roegner E.V., Zawada, C.C. (2003). Pricing new products. he McKinsey Quaterly, No 3.

Martínez-Carrasco, L.; Brugarolas, M.; Martínez-Poveda, A.; Ruiz-Martínez, J. J. (2015). Comparing hypothetical versus non-hypothetical methods for measuring willingness to pay in a food context. Spanish Journal of Agricultural Research, Volume 13, Issue 4, e0109, 12 pages. http://dx.doi.org/10.5424/sjar/2015134-8233.

Miller, K. M., Hofstetter, R., Krohmer, H., & Zhang, Z. J. (2011). How should consumers’ willingness to pay be measured? An empirical comparison of state-of-the-art approaches. Journal of Marketing Research, 48(1), 172–184.

Monroe K.B., Cox J.L. (2001) Pricing Practices that Endanger Profits // Marketing Management, No 10 (3). – pp. 42-46.

Monroe K. (2003). Pricing: Making Profitable Decisions. – McGraw-Hill Irwin., 3rd Edition.

Schmidt, J., &Bijmolt, T. H. A. (2020). Accurately measuring willingness topay for consumer goods: A meta‐analysis of the hypothetical bias.Journal of the Academy of Marketing Science, 48(3), 499–518.

Thaler, R. (1985). Mental accounting and consumer choice. Marketing science, 4(3), 199-214.

Völckner, F. (2006). MethodenzurMessungindividuellerZahlungsbereitschaften: Ein Überblickzum State of the Art. Journal für Betriebswirtschaft, 56(1), 33–60.

Wertenbroch, K., & Skiera, B. (2002). Measuring consumers’ willingness to pay at the point of purchase. Journal of Marketing Research, 39(2), 228–241.