Potensi Pasar Premium Digital Nomad: Studi Empiris Kebutuhan Infrastruktur di Kota Semarang
DOI:
https://doi.org/10.55338/jeama.v4i2.468Kata Kunci:
Willingness to Pay, Pekerja Jarak Jauh, Digital Nomad, Infrastruktur Produktivitas, Ekonomi PerkotaanAbstrak
Pekerjaan jarak jauh dan gaya hidup digital nomad berkembang pesat pasca-pandemi, mendorong kota-kota menghadirkan infrastruktur keras dan lunak yang mendukung produktivitas. Studi ini menganalisis faktor-faktor yang menentukan kesediaan membayar (Willingness To Pay/WTP) pekerja jarak jauh di Semarang terhadap layanan produktivitas premium berupa internet berkecepatan tinggi dan ruang kerja ergonomis. Data primer dikumpulkan melalui survei terstruktur terhadap 113 responden, dan beberapa konstruk persepsi (kualitas internet, kualitas ruang kerja, dukungan komunitas) dibangun menggunakan indeks komposit dengan reliabilitas tinggi (Cronbach’s α > 0,80). Analisis dilakukan menggunakan regresi linier OLS dan ordered logit. Hasil menunjukkan bahwa pendapatan merupakan penentu paling kuat yang meningkatkan WTP, sementara persepsi kualitas internet dan ruang kerja yang rendah mendorong WTP lebih tinggi karena adanya kebutuhan untuk menutup kekurangan infrastruktur yang dirasakan. Persepsi keamanan siber berpengaruh positif signifikan, menegaskan pentingnya jaminan koneksi aman bagi profesional digital. Selain itu, dukungan komunitas lokal meningkatkan WTP, sedangkan tingkat kesepian menurunkannya, menegaskan peran komplementer infrastruktur sosial dalam membentuk preferensi pembayaran. Temuan ini menekankan bahwa strategi pengembangan kota ramah pekerja jarak jauh perlu memadukan investasi pada infrastruktur digital dan penguatan ekosistem komunitas.
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