Penentuan Harga Sikat Gigi Berbahan Limbah Kayu dengan Metode Ability And Willingness To Pay (Studi Kasus : Hotel di Semarang dan YOGYAKARTA)

Abstract

Plastic has been widely known in human life, but the excessive use of plastic without any good plastic waste processing can cause negative environmental impacts. One contributor to the waste plastic is a toothbrush. Brush teeth are replaced 3-4 months in contrast to hotels that provide disposable plastic toothbrush. If the hotel has 30 rooms 17 then the number needs disposable plastic toothbrush in the amount of 510 pieces, not to mention the number of hotel guests that affect the needs of a plastic toothbrush. However, the price is relatively expensive cause of environmentally friendly products consumers demand remains. For that in determining the price of environmentally friendly products need to fit between the ability and willingness of consumers to pay. From the calculation of the average ATP value obtained in the amount of USD 2,216 and average WTP value that is equal to Rp 1,109. Pricing based on the ATP and WTP for the wooden toothbrush price of Rp 1,100 with a percentage of 56.52% of respondents were able and willing to pay the price