Analisis Willingness to Pay dan Strategi Peningkatan Kualitas Layanan Air Zona 4 IPA Dekeng Berbasis Sungai Cisadane

Abstract

Kualitas layanan air terdistribusi Perumda Tirta Pakuan Zona 4 IPA Dekeng masih menghadapi keluhan terkait kekeruhan, bau, rasa, tekanan, dan kontinuitas. Penelitian ini bertujuan menilai persepsi pelanggan, mengestimasi Willingness to Pay (WTP) dan faktor-faktornya, serta merumuskan strategi peningkatan layanan. Data diperoleh dari 100 pelanggan dan lima key person, kemudian dianalisis menggunakan skala Likert, Contingent Valuation Method (CVM) payment card, regresi logistik ordinal, dan SWOT. Persepsi pelanggan berada pada kategori cukup baik dengan indeks 67,25%, sedangkan rata-rata tambahan WTP sebesar Rp1.245/m³. Kategori WTP dipengaruhi oleh pemakaian air, aktivitas terdampak, jumlah keluhan, intensitas gangguan, alternatif air, usia, dan kecamatan. Matriks IE menempatkan strategi pada Sel II (Grow and Build), dengan arah penguatan pengelolaan hulu-hilir, transparansi tarif, kolaborasi, dan pengelolaan limbah.

The quality of distributed water services provided by Perumda Tirta Pakuan in Zone 4 of the Dekeng Water Treatment Plant still faces customer complaints related to turbidity, odor, taste, pressure, and continuity. This study aimed to assess customer perceptions, estimate Willingness to Pay (WTP) and its influencing factors, and formulate service improvement strategies. Data were collected from 100 customers and five key persons and analyzed using a Likert scale, the payment card Contingent Valuation Method (CVM), ordinal logistic regression, and SWOT analysis. Customer perceptions were categorized as fairly good, with an index of 67.25%, while the average additional WTP was 1.245 IDR/m³. WTP categories were influenced by water consumption, affected activities, number of complaints, frequency of disruptions, alternative water sources, age, and subdistrict. The IE Matrix placed the strategy in Cell II, Grow and Build with directions focused on strengthening upstream–downstream management, tariff transparency, collaboration, and waste management.