<![CDATA[Pets provide many benefits to their owners, both physically and mentally. Pet lovers are increasingly aware of the importance of proper health and care for their beloved animals. This has led pet enthusiasts to consider pet insurance. In participating in insurance, there are factors that influence the willingness of pet owners to pay premiums. The objective of this research is to determine the premium for pet insurance and analyze the factors influencing the Willingness To Pay (WTP) of pet owners. This study utilizes choice modeling format by conducting surveys to identify the factors influencing the purchase of pet insurance. Subsequently, binary logistic regression model analysis using the Maximum Likelihood Estimation (MLE) method and the Newton-Raphson Iteration approach is employed to analyze the factors influencing the magnitude of WTP. The research results show that the average willingness to pay for pet insurance premiums is IDR128,574.76 per year. Factors influencing the decision of pet owners include the number of family dependents and awareness of the importance of participating in pet insurance. The likelihood of cat owners being willing to pay pet insurance premiums is 0.8691 or 86.91%.]]>
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