Teknik Penetapan Harga Strategis: Memaksimalkan Profitabilitas dalam Lingkungan Pasar yang Dinamis

Ina Yulianadewi; Roland  Sianipar

doi:10.62207/e6w1mg38

Authors

Ina Yulianadewi Universitas Dipa Makassar, South Sulawesi, Indonesia Author
Roland Sianipar Universitas Nusantara Manado, North Sulawesi, Indonesia Author

DOI:

https://doi.org/10.62207/e6w1mg38

Keywords:

Penetapan harga berbasis nilai, permintaan konsumen dinamis, penetapan harga strategis, profitabilitas, persepsi nilai konsumen, tinjauan pustaka sistematis, strategi harga adaptif

Abstract

Studi ini mengeksplorasi peran penetapan harga berbasis nilai sebagai pendekatan strategis untuk meningkatkan profitabilitas jangka panjang di pasar yang ditandai oleh fluktuasi permintaan konsumen yang dinamis. Dengan menggunakan metodologi tinjauan pustaka sistematis, peneliti menganalisis dan mensintesis temuan penelitian dari berbagai studi tentang penetapan harga berbasis nilai untuk menguji efektivitasnya dalam meningkatkan daya adaptasi dan profitabilitas perusahaan di tengah perubahan permintaan. Temuan menunjukkan bahwa penetapan harga berbasis nilai memberikan keuntungan kompetitif yang signifikan dengan memungkinkan perusahaan untuk menyesuaikan harga dengan nilai yang dipersepsikan oleh konsumen, berbeda dengan metode berbasis biaya atau kompetisi. Pendekatan ini memungkinkan perusahaan untuk lebih baik menghadapi periode volatilitas permintaan dan memenuhi segmen konsumen tertentu yang kurang sensitif terhadap perubahan harga tetapi memiliki persepsi nilai yang tinggi. Studi ini memberikan kontribusi terhadap diskusi teoritis dan praktis dalam penetapan harga strategis, menekankan perlunya strategi harga yang fleksibel yang mengintegrasikan persepsi nilai konsumen untuk mendorong profitabilitas yang berkelanjutan. Implikasi praktis menyarankan agar manajer pemasaran memanfaatkan data dan wawasan konsumen untuk menyesuaikan harga secara proaktif dan strategis, mengoptimalkan penetapan harga berbasis nilai dalam kondisi pasar yang dinamis. Penelitian di masa depan disarankan untuk menyelidiki aplikasi empiris dari penetapan harga berbasis nilai di berbagai industri dan lingkungan ekonomi.

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