WILLINGNESS TO PAY (WTP) FOR CLEAN PUBLIC TOILETS IN URBAN AREAS: A CASE STUDY FROM PT JAWARA BERSIH NUSANTARA (JAMBAN)

• Main Author: Fernando
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/56626
• Institution: Institut Teknologi Bandung

Public toilets in several urban areas still do not meet the cleanliness standards, even though users have to pay for these toilets. Therefore, willingness to pay is crucial in connection with new services by JAMBAN that provide clean public toilets in the urban area, Indonesia. This study about public toilets aims to determine the factors that significantly influence consumer's willingness to pay and determine the price of customers willing to pay for these public toilets. An online survey questionnaire analyzed Risk Perception, Perceived Value, Perceived Usefulness, Attitude, Subjective Norms, and Perceived Behavioral Control to predict factors that influence consumer's willingness to pay for Clean Public toilets in Indonesia. This study uses a quantitative method, with Generation Z and Y as unit analyses. The online survey obtained 609 respondents and was analyzed by the PLS-SEM method. Results of this study about Public Toilets indicate that there is a positive significant influence of Perceived Value and Perceived Usefulness on Attitude Toward Use; of Perceived Value, Attitude Toward Use, Perceived Behavioral Control, and Perceived Usefulness on Willingness to Pay; and also Perceived Value to Attitude Toward Clean, Subjective Norm, and Perceived Behavioral Control. This research also analyzes the impact of each demographic group (age, income, gender, and education) on Willingness to Pay. Based on the Kruskal-Wallis and Mann-Whitney test, there is a significant difference between the Age and Education groups on the WTP score. With the result obtained by using the Contingent Valuation Method (CVM), the mean WTP per customer for improved public toilet services was Rp4,103.45.