Yuniati Lestari, Chairil M Noor, Willma Fauzzia, Regina Nurfitriyani Anissa

Strategi Penentuan Harga Jual Tanaman Hias di UMKM Tanaman Hias Cihideung

Introduction

Strategi penentuan harga jual tanaman hias di umkm tanaman hias cihideung. Pelajari strategi penentuan harga jual tanaman hias di UMKM Cihideung. Kaji faktor biaya, pasar, permintaan, dan digital untuk optimalisasi serta keberlanjutan bisnis.

Abstract

Penelitian ini mengkaji faktor-faktor yang mempengaruhi strategi penentuan harga di UMKM tanaman hias di Desa Cihideung, Kabupaten Bandung Barat, yang dikenal sebagai sentra produksi tanaman hias. Metode kualitatif digunakan melalui wawancara semi-terstruktur, observasi lapangan, dan analisis dokumentasi untuk memahami bagaimana harga ditentukan oleh para pelaku UMKM. Hasil penelitian menunjukkan bahwa strategi penentuan harga di Cihideung dipengaruhi oleh biaya produksi, harga pasar, permintaan konsumen, serta tren yang berkembang. Pemilik UMKM cenderung menetapkan harga berdasarkan kombinasi antara biaya produksi dan observasi harga pasar, dengan mempertimbangkan faktor keunikan dan ukuran tanaman. Tantangan utama yang dihadapi adalah fluktuasi harga akibat perubahan musim dan permintaan pasar. Penggunaan teknologi dalam penentuan harga masih terbatas, namun beberapa UMKM yang mulai menggunakan platform digital melaporkan peningkatan penjualan dan kemampuan untuk menyesuaikan harga lebih responsif. Penelitian ini menekankan pentingnya strategi penentuan harga yang adaptif dan berbasis data untuk memastikan keberlanjutan dan pertumbuhan UMKM tanaman hias di tengah persaingan pasar yang ketat. Hasilnya diharapkan dapat menjadi panduan bagi UMKM dalam optimalisasi penetapan harga serta memberikan masukan untuk kebijakan pemerintah yang mendukung sektor ini.

Review

This study, titled "Strategi Penentuan Harga Jual Tanaman Hias di UMKM Tanaman Hias Cihideung," delves into the critical factors influencing pricing strategies among ornamental plant MSMEs in Cihideung Village, West Bandung Regency. The research addresses a highly relevant economic issue within a notable geographical context, given Cihideung's recognition as a central hub for ornamental plant production. Employing a qualitative methodology that includes semi-structured interviews, field observations, and documentation analysis, the authors aim to provide a comprehensive understanding of the nuanced approaches MSME actors utilize in determining prices. This in-depth approach offers valuable contextual insights into local pricing dynamics. The findings reveal that pricing strategies in Cihideung are primarily shaped by a confluence of production costs, prevailing market prices, consumer demand, and evolving trends. Interestingly, MSME owners predominantly adopt a hybrid pricing approach, combining cost-based calculations with direct market observation, while also factoring in the uniqueness and physical size of individual plants. The study effectively identifies key challenges such as significant price fluctuations influenced by seasonal changes and shifts in market demand. A particularly insightful finding is the nascent but promising integration of technology; while still limited, MSMEs that have begun utilizing digital platforms report improved sales and enhanced responsiveness in price adjustments, suggesting a potential avenue for mitigating some of the identified challenges. These results collectively underscore the critical need for adaptive and data-driven pricing strategies to ensure the sustainability and growth of these businesses. While the qualitative nature of the research provides rich, in-depth understanding, future studies could potentially explore quantifying the impact of various pricing factors or the adoption of digital tools across a larger sample to enhance generalizability and robustness. Nonetheless, this research successfully highlights the imperative for flexible pricing strategies within a competitive market. It offers practical guidance for MSMEs seeking to optimize their pricing models and provides crucial input for government policies aimed at supporting the ornamental plant sector. Overall, this paper makes a pertinent contribution by shedding light on the complex pricing environment of a vital local industry, establishing a valuable foundation for further exploration into technology integration and strategic adaptation.

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