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Journal : JOURNAL OF SCIENCE AND SOCIAL RESEARCH

 1 
ANALISIS WILLINGNESS TO PAY TERHADAP BUKU ANAK BERBASIS AUGMENTED REALITY “PETUALANGAN BUDI DAN WATI” Lukcyhasnita, Andam; Siregar, Dina Arfianti; Syahputra, Rizki
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol 8, No 4 (2025): November 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i4.4644

Abstract

Abstract: This study aims to analyze the magnitude of Willingness to Pay (WTP) and identify the determining factors that influence it towards an augmented reality-based children's book product, "Petualangan Budi dan Wati". The research methodology used is a quantitative approach by distributing questionnaires to 40 respondents. Data analysis was conducted through descriptive statistics and multiple linear regression. The results show that the optimal price point acceptable to the majority of consumers is in the range of IDR 75,000 to IDR 80,000. The regression analysis found three factors that have a significant positive effect on WTP: perceived value for money, income level, and perceived product effectiveness. In conclusion, parents' willingness to pay is not only driven by financial capability but is strongly influenced by perceived value and belief in the product's functional benefits for their children. Keyword: WTP, Augmented Reality, Consumer Behavior Abstrak: Penelitian ini bertujuan untuk menganalisis besaran Willingness to Pay (WTP) dan mengidentifikasi faktor-faktor penentu yang memengaruhinya terhadap produk buku anak berbasis augmented reality “Petualangan Budi dan Wati”. Metodologi penelitian yang digunakan adalah pendekatan kuantitatif dengan menyebar kuesioner kepada 40 responden. Analisis data dilakukan melalui statistik deskriptif dan regresi linear berganda. Hasil penelitian menunjukkan bahwa titik harga optimal yang dapat diterima oleh mayoritas konsumen berada pada rentang Rp 75.000 hingga Rp 80.000. Analisis regresi menemukan tiga faktor yang berpengaruh signifikan secara positif terhadap WTP, yaitu persepsi kesepadanan harga (value for money), tingkat pendapatan, dan persepsi efektivitas produk. Kesimpulannya, kesediaan membayar orang tua tidak hanya didorong oleh kemampuan finansial, tetapi sangat dipengaruhi oleh persepsi nilai dan keyakinan terhadap manfaat fungsional produk bagi anak. Kata kunci: WTP, Augmented Reality, Perilaku Konsumen
Co-Authors Ahdad Alwi Tegar Nasution Ahmad Kholil Ariama Susanti Asmuni Asmuni Asmuni Azis, Siti Raudha Binti Cahyoginarti, Cahyoginarti Cut Nizma Cut Nizma Damanik, Darwin S.H. Darwin S.H. Damanik Debataraja, Lisherly Reginancy Deliana DELIANA DELIANA Deliana, Deliana Diena Fadhilah, Diena Don Fera Binjori Elprika Girsang Entherthiman Galvani Tampubolon Hendri Tanjung Hiya, Nirmadarningsih Ismail Ismi Affandi Isnaini Harahap Jayusman, Sri Fitria Juliarni Simarmata Juneidy Lukcyhasnita, Andam M. Rikwan E.S. Manik M. Yasir Nasution Maarof, Shamariza Binti Manik, M. Rikwan E.S. Mardelia - Desfrida MARDIANA Marliyah, Marliyah Marlya Fatira AK Meli Samosir Mesrawati Mesrawati Mesrawati Mesrawati Misrah Napitupulu, Ilham Hidayah Nirmadarningsih Hiya Nofianna, Siti Asnida NUR AHMADI Nurlinda Ossy Afrielza Putri Amalia Sari Rangkuti, Agus Edy Ridwan Ridwan Riswanto Rizki Syahputra Roganda Lubis Safrida, Eli Saparuddin Siregar Sarjianto, Sarjianto Sebayang Rihat Sha'ari, Norshima Binti Shabri Abd. Majid Sherly Pratiwi Hasibuan Silaban, Dewi Hariani Simanungkalit, Erwinsyah Siti Asnida Nofianna Sugianto Sugianto Susilawati, Susilawati Syahputra, Rizki T. Nurdin Rizki Tasya Adella Lintang Tumanggor, Orli Binta Tuti Anggraini Vivianti Novita Winda Syafitri, Winda Zuardi, Muhammad Zuhrinal M Nawawi Zulia Hanum