ANALISIS KESESUAIAN TARIF BERDASARKAN KEMAMPUAN MEMBAYAR DAN KEMAUAN MEMBAYAR PADA KM KIRANA VII DI RUTE PERJALANAN LEMBAR-TANJUNG PERAK
Analysis of Fare Suitability Based on Ability to Pay And Willingness to Pay at KM Kirana VII on Lembar-Tanjung Perak Travel Route
DOI:
https://doi.org/10.59896/gara.v19i2.178Keywords:
Tariff, Ability To Pay (ATP), Willingness To Pay (WTP)Abstract
KM Kirana VII is a newly operating ship, approximately two years old. Many people are interested in trying out this ship due to information they've seen on social media platforms like YouTube and Instagram. Users of fast ships come from various backgrounds, and to determine passengers' satisfaction with the fare of Rp 197,000 and the received service, an ATP and WTP analysis of KM Kirana VII is necessary.The ATP and WTP values are calculated using the household budget and perception methods. This study presents the percentage of passengers' ability to pay and willingness to pay on the KM Kirana VII route. The analysis shows that 68.39% of passengers are able to pay the fare, while 31.61% are unable. 35.48% of passengers are willing to pay the fare, while 64.52% are unwilling. There are 32.91% of Kirana ship passengers who can pay but are unwilling to pay the imposed fare. The average ATP value is Rp 211,652 per one-way trip, while the average WTP value is Rp 177,406 per one-way trip. This means that the average ATP > WTP, indicating a higher ability to pay than willingness to pay. The fare suitability based on ATP and WTP values for KM Kirana VII falls within the zone of ideal tariff determination, but service improvement is necessary
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