Tujuan penelitian ini adalah untuk mengetahui besarnya nilai kesediaan membayar (wtp) dan mengidentifikasi faktor-faktor yang mempengaruhi wtp masyarakat pesisir dalam upaya mengatasi dampak abrasi pantai di kota tarakan. metode analisis yang digunakan dalam upaya mengatasi dampak abrasi pantai adalah willingness to pay (wtp) dan regresi linier berganda. hasil penelitian ini menunjukkan rata-rata kesediaan membayar masyarakat adalah sebesar rp 61.075. berdasarkan analisis regresi berganda secara parsial hasil penelitian menunjukkan bahwa: variabel dipendapatan berpengaruh signifikan terhadap wtp masyarakat pesisir dengan nilai 2.263979 > 1,661 dan nilai probabilitas sebesar 0.0602 < 0,1; variabel umur berpengaruh signifikan terhadap wtp masyarakat pesisir dengan melihat nilai 2.336985 > 1,661 dan nilai probabilitas sebesar 0.0215 < 0,1; variabel pendidikan berpengaruh signifikan terhadap wtp masyarakat pesisir dengan melihat nilai 3.448389 > 1,661 dan nilai probabilitas sebesar 0.0008 < 0,1; variabel jumlah anggota keluarga tidak berpengaruh signifikan terhadap wtp masyarakat pesisir dengan melihat nilai -0.993631 < 1,661 dan nilai probabilitas sebesar 0.3229 > 0,1. secara simultan variabel pendapatan, umur, pendidikan dan jumlah anggota keluarga berpengaruh signifikan terhadap wtp masyarakat pesisir dengan melihat nilai 8,864739 > 2,141 dan nilai probabilitas sebesar 0,000004 < 0,1. serta, diperoleh nilai koefisien determinasi sebesar 0,2718 atau 27,18% dimana nilai tersebut menunjukkan bahwa variabel pendapatan, umur, pendidikan dan jumlah anggota keluarga mampu menjelaskan wtp masyarakat pesisir sebesar 27,18%. sedangkan sisanya sebesar 72,82% dijelaskan oleh variabel lainnya yang tidak terdapat dalam model regresi.

The purpose of this study was to determine the value of willingness to pay (wtp) and identify the factors that influence the wtp of coastal communities in an effort to overcome the effects of coastal abrasion in tarakan city. the analytical method used in an effort to overcome the effects of coastal abrasion is willingness to pay (wtp) and multiple linear regression. the results of this study indicated that the average of willingness to pay of the community was rp 61,075. based on partial regression analysis the results of the study showed that: the income variable had a significant effect on the wtp of coastal communities with a value of t count 2.263979 > t table 1.661 and a probability value of t count 0.0602 < 0.1; age variables have a significant effect on the wtp of coastal communities by looking at the value of t count 2.336985 > t table 1.661 and the probability value of t count 0.0215 < 0.1; the education variable has a significant effect on the wtp of coastal communities by looking at the value of t count 3.448389 > t table 1.661 and the probability value of t count 0.0008 < 0.1; the variable number of family members did not significantly influence the wtp of coastal communities by looking at the value of t count -0.993631 < t table 1,661 and a probability value of t count 0.3229 > 0.1. simultaneously the variables of income, age, education and number of family members significantly influence the wtp of coastal communities by looking at the value of f count 8.864739 > 2.141 and the probability value of f count 0.000004 < 0.1. also, the coefficient of determination (was 0.2718 or 27.18% which indicated that the variables of income, age, education and number of family members were able to explain the wtp of coastal communities by 27.18%., while the remaining 72.82% was explained by other variables not found in the regression model.