摘要：Regional Water Company is required to improve its performance so that the quality of water produced in accordance with customer expectations. In fact shows that customer satisfaction at PDAM Tirta Riau Islands as the object of this research has not been achieved, as shown by the presence of 3,000 of the 17,000 household customers in arrears group rates. This condition raises the question of what caused this to happen while most people were able to buy water privately owned at a price 20 times higher than the rate current taps. Their arrears taps rates is of course closely related to the willingness to pay and the affordability to pay household consumer groups, so it needs to be carried out research on the factors that influence it.The purpose of this study is to analyze and describe: factors affecting willingness to pay and affordability to pay household consumers in terms of factors (1) welfare, (2) education, (3) K-3, (4) social economy, (5) performance, and (6) tariffs applied by PDAM household consumers group. Data collection techniques used questionnaires addressed to household customers as many as 200 respondents in the sample. Analysis of the data used to test the hypothesis is Partial Least Square (PLS) using software Smart PLS.These results indicate that the influence willingness to pay directly and significant is the welfare factor, K-3, socio-economic, performance, price, and affordability to pay, while education factor did not significantly affect the willingness to pay in person. The study also showed that factors welfare, education, socio-economic and rates significant effect on the affordability to pay.
关键词：Willingness to pay; Affordability to pay; and consumer households
