WILLINGNESS TO PAY PERBAIKAN KUALITAS PELAYANAN KERETA REL LISTRIK (KRL) SERPONG-TANAH ABANG
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The research aims to estimate the willingness to pay of the people who use the electricity railway services (KRL) of Serpong – Tanah Abang and to know the factors which influence the motive of willingness to pay. The research uses the primary data from 267 respondents chosen randomly or random sampling. Willingness to pay can be estimated with the contingent valuation method (CVM), and binary logistic regression model in SPSS 20 as data analysis program. Based on the analysis, the average value of willingness to pay per person for the KRL of Serpong – Tanah Abang is around Rp 4,500,00 from bidding game. The factors which are predicted the influence of the amount in willingness to pay significantly for the KRL service user respondents are the family burden and gender variable has a negative impact and not significant to the willingness to pay. Meanwhile cleannes, satisfaction and travel duration variable have a negative impact and significant to the willingness to pay. In another hand, income has a positive impact and significant to the willingness to pay.