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

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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

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