Jurnal Manajemen dan Bisnis
Vol 21 No. 1 Tahun 2021

WILLINGNESS TO PAY: A PROXY TO PRODUCT PRICE

Tongam Sihol Nababan (Faculty of Economics, Universitas HKBP Nommensen, Medan)
Raya Panjaitan (Faculty of Economics, Universitas HKBP Nommensen, Medan)
Ferry Panjaitan (Faculty of Economics, Universitas HKBP Nommensen, Medan)
Kornel Munthe (Fak Ekonomi, Universitas Katolik Santo Thomas Medan)

Article Info

Publish Date
17 Apr 2021

Abstract

Information about willingness to pay (WTP) essentially aims to protect consumers from the abuse of monopoly power owned by companies in the supply of quality products and prices. The consumer's WTP of a product can be an appropriate basis in determining the pricing policy for a product because he can reveal the true value or price of the product based on consumer perception. The price proxy with the WTP can still meet the assumption of the traditional demand model (Marshallian demand model) where the price is not set (regulated) by the government. WTP can be obtained by using a contingent valuation method.

Copyrights © 2021




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Manajemen dan Bisnis
Website

Abbrev

JIMB_ekonomi

Publisher

Universitas Katolik Santo Thomas Medan

Subject

Economics, Econometrics & Finance

Description

Jurnal Manajemen dan Bisnis (JMB), p-ISSN : 1412-0593, e-ISSN : 2685-7294, bertujuan untuk menyebarluaskan hasil penelitian di bidang ilmu manajemen dan bisnis seperti Manajemen Sumber Daya,Manajemen Keuangan, Manajemen Sistem Informasi, Manajemen Bisnis, Organisasi dan Tata Kelola serta bidang ...