<![CDATA[This researched aims to (1) To explained how the influence between the Perceived Benefit on an Attitude Toward Paying. (2) To explained how the influence between the Perceived Sacrifice on an Attitude Toward Paying. (3) To explained how the influence between Attitude Toward Paying towards the Willingness To Pay. This type of researched was explanatory researched with quantitative approached. This researched includes variables Perceived Benefit, Perceived Sacrifice, Attitude Toward Paying and willingness to pay. The population in this researched was the undergradate women student University Of Brawijaya batch 2015-2018 WARDAH make up users. The sample used in this studied as many as 116 people respondents was drawn using the purposive sampling technique and methods of data collection method using the surveyed using a questionnaire. Data analysis was an analysis of descriptive statistics and analysis of the path (path analysis). The data in this studied using IBM SPSS Statistics 23. The results of this studied indicate that the Perceived Benefit (X1) effect significantly to Attitude Toward Paying (Z), the Perceived Sacrifice (X2) had no effect and has not significantly to Attitude Toward Paying (Z), and Attitude Toward Paying (Z) effect significantly to Willingness To Pay (Y) Keywords: Perceived Benefit , Perceived Sacrifice, Attitude Toward Paying dan Willingness To Pay АBSTRАK Penelitian ini bertujuan untuk (1) Untuk menjelaskan bagaimana pengaruh antara Perceived Benefit terhadap Attitude Toward Paying. (2) Untuk menjelaskan bagaimana pengaruh antara Perceived Sacrifice terhadap Attitude Toward Paying. (3) Untuk menjelaskan bagaimana pengaruh antara Attitude Toward Paying terhadap Willingness To Pay. Jenis penelitian yang digunakan adalah penelitian penjelasan dengan pendekatan kuantitatif. Variabel penelitian ini meliputi Perceived Benefit, Perceived Sacrifice, Attitude Toward Paying dan Willingness To Pay. Populasi dalam penelitian ini adalah Mahasiswi S1 Universitas Brawijaya Angkatan 2015-2018 dan pernah membeli dan menggunakan produk make up WARDAH. Sampel yang digunakan dalam penelitian ini sebanyak 116 orang responden yang diambil dengan menggunakan teknik purposive sampling dan metode pengumpulan data menggunakan metode survei menggunakan kuesioner. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis jalur (path analysis). Data pada penelitian ini diolah menggunakan IBM SPSS Statistics 23. Hasil penelitian ini menunjukkan bahwa Perceived Benefit (X1) berpengaruh secara signifikan terhadap Attitude Toward Paying (Z), Perceived Sacrifice (X2) tidak berpengaruh dan tidak signifikan terhadap Attitude Toward Paying (Z), dan Attitude Toward Paying (Z) berpengaruh signifikan terhadap Willingness To Pay (Y). Kata kunci : Perceived Benefit , Perceived Sacrifice, Attitude Toward Paying dan Willingness To Pay]]>
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