Pengukuran Willingness To Pay: Adakah Pendekatan Terbaik?

Santoso, Henrycus Winarto and Sundari, Hj. Made Siti (2023) Pengukuran Willingness To Pay: Adakah Pendekatan Terbaik? Keluwih: Jurnal Sosial dan Humaniora, 4 (1). pp. 7-14. ISSN 2722-1741

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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.

Item Type:	Article
Uncontrolled Keywords:	WTP, direct approach, indirect approach, hypothetical context, actual context, REAL
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Business and Economic > Department of Economic
Depositing User:	Ester Sri W. 196039
Date Deposited:	06 Feb 2024 02:40
Last Modified:	23 Feb 2024 08:24
URI:	http://repository.ubaya.ac.id/id/eprint/45886

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