A Preliminary Research on Willingness to Pay Pet Lovers on Services in Animal Health Center Mokhamad Syaefudin Andrianto 1 , Hardiana Widyastuti 1 , Farida Ratna Dewi 1 , Nisa Zahra 1 , Nesti Handayani 1 syaefudin1@apps.ipb.ac.id, hardiana.widyastuti@apps.ipb.ac.id, farida@apps.ipb.ac.id, nisazahra@apps.ipb.ac.id, nesti@apps.ipb.ac.id 1 Department of Management, Faculty of Economics and Management, IPB University, Bogor, Indonesia 16680 Abstract. Pet lovers in big cities have been growing and tend to increase demand of services in animal health center. Currently, There are no pay services in Depok animal health center. However, due to over increase on demand and limited budget to improve services, local government encourage manager to asses potentially charge. So, This research aims as a preliminary research to assess willingness pet lovers to pay services on Depok animal health center. The primary data gathered by survey from 24 pet lovers who came to Depok animal health center between October- November 2019. Secondary data for benchmarking were obtained from the internet and brochures. The result showed for demographic respondent aspect dominated by women (96%) as housewife (63%), with average allocated budget for pets was 670.000 IDR/month. Respondents came to Depok animal health center was on average 6 times annually with pets were dominated by cats (96%). The average willingness to pay service was 25 583 IDR/service. The charge is relative affordable based on other ones as benchmark Keywords : Pets budget, Pets clinic, Service charge 1. Introduction The number of Indonesian pet lovers has been growing along with middle class growth especially in big cities. Entrepreneurs and veterinarians collaborate to take this opportunity and set up business related to animal care such as feed shops, pet clinics and animal health centers. For veterinarians, charge service is uncomfortable topic to discuss [1]. However, cost and revenue should be calculate to run business. Although visit to veterinarian is considered expensive, majority pet lovers want to invest in their pets’ health for example to medical checkup or vaccinated [2]. There are some reasons why people love and want to invest in pets such as for hobbies, reducing loneliness on elderly people [3,4] some times considered ICoSMI 2020, September 14-16, Indonesia Copyright © 2021 EAI DOI 10.4108/eai.14-9-2020.2304435