STRATEGI PENETAPAN HARGA PADA UMKM: ANALISIS FAKTOR BIAYA, PERMINTAAN, DAN PERSAINGAN PADA POPCORN MR JO LABSTORE UNIVERSITAS PAMULANG

Fahmi Susanti; Mellyyana Mellyyana; Septi  Dita Oktaviani

doi:10.58174/0p2rcx18

Authors

Fahmi Susanti Universitas Pamulang
Mellyyana Mellyyana Universitas Pamulang
Septi Dita Oktaviani Universitas Pamulang

DOI:

https://doi.org/10.58174/0p2rcx18

Keywords:

strategi penetapan harga; biaya; permintaan; persaingan, pricing strategy; cost; demand; competition

Abstract

Pricing is one of the most strategic managerial decisions for the sustainability of Micro, Small, and Medium Enterprises (MSMEs), as it is directly related to revenue, profitability, consumer purchasing power, and business competitiveness in an increasingly competitive market. This study aims to analyze pricing strategies at Popcorn MR JO MSME at LabStore, Universitas Pamulang, by considering three main factors: cost, demand, and competition. A quantitative descriptive approach was applied, with data collected through a survey of 60 consumer respondents and financial documentation of business data. Data were analyzed using descriptive statistics and correlation analysis to measure the relationship between cost, demand, and competition factors on pricing decisions. The results show that Popcorn MR JO applies three price levels IDR 5,000, IDR 10,000, and IDR 25,000 with costs of goods sold (COGS) of IDR 4,000, IDR 8,000, and IDR 22,000 respectively, generating gross margins of IDR 1,000, IDR 2,000, and IDR 3,000 per unit. Average monthly revenue ranges from IDR 6,000,000 to IDR 10,000,000. Correlation analysis shows that the cost factor has a strong positive correlation (r=0.82) with pricing decisions, followed by the competition factor (r=0.71) and consumer demand (r=0.65). The study concludes that integrating these three factors into pricing decisions can help MSMEs achieve a balance between price affordability, profitability, and sustainable business competitiveness.

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