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All Journal Reviu Akuntansi, Keuangan, dan Sistem Informasi
Yunita Nur Maulidah Rohmah
Universitas Brawijaya
Economics, Econometrics & Finance

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STRATEGI PENETAPAN HARGA JUAL PRODUK DENGAN MENERAPKAN NILAI KEYAKINAN DAN KEKELUARGAAN DI MASA PANDEMI (STUDI KASUS PADA UMKM KERUPUK BAWANG JM, DESA PAKISAJI, KABUPATEN MALANG) Yunita Nur Maulidah Rohmah; Iwan Triyuwono
Reviu Akuntansi, Keuangan, dan Sistem Informasi Vol. 1 No. 2 (2022): Reviu Akuntansi, Keuangan dan Sistem Informasi (REAKSI)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Abstract: This study aims to analyze the strategy of determining the product pricing strategy by implementing the values of determination and kinship by the MSME of Kerupuk Bawang JM in Pakisaji Village, Malang Regency as an endeavor to survive during the pandemic. This study employs a descriptive qualitative approach to present an accurate description of the actual conditions. The results of the study indicated that Kerupuk Bawang JM applied the going-rate pricing method by setting the price lower than that of the market considering the production costs. To deal with the Covid-19 pandemic situation worsened by the increasing ingredient prices, implementing the strategy of unchanged pricing and maintaining taste quality prevailed. To compromise on the increasing ingredient price, Kerupuk Bawang JM applied shrinkflation strategy, which reduced the packaging size to cover the escalating production costs. In addition to considering cost and market in implementing a pricing strategy, Kerupuk Bawang JM also took into account values of determination and kinship as the principles and guidelines in making business decisions.
Co-Authors Iwan Triyuwono