Eksplorasi Realitas Penentuan Harga Jual Usaha Mikro: Studi Kasus pada Ibu Rumah Tangga Pelaku UMKM di Distrik Nabire

Lukas Luli Lasan; Adrian Mjesfa; Yellia Priciliya Uktolseja; Klemens Simson T. Erari; Hans F. Liborang

doi:10.61132/lokawati.v4i3.3048

Authors

Lukas Luli Lasan STIE Pelita Harapan Nabire
Adrian Mjesfa STIE Pelita Harapan Nabire
Yellia Priciliya Uktolseja STIE Pelita Harapan Nabire
Klemens Simson T. Erari STIE Pelita Harapan Nabire
Hans F. Liborang Universitas Satya Wiyata Mandala Nabire

DOI:

https://doi.org/10.61132/lokawati.v4i3.3048

Keywords:

Locus of Control, MSMEs, pricing strategy, Selling Price, Women Entrepreneurs

Abstract

This study aims to explore the processes and considerations of women entrepreneurs in determining the selling prices of their products or services and understanding the meanings underlying their pricing strategies. This research employs a qualitative phenomenological approach with snowball sampling. The informants are women entrepreneurs managing micro, small, and medium enterprises (MSMEs) in Nabire District. Data were collected through in-depth interviews, observations, and documentation, then analyzed phenomenologically, with triangulation applied to ensure data validity. The findings reveal four main results. First, pricing decisions are predominantly influenced by internal locus of control (68.4%), reflecting independence in decision-making. Second, consumer purchasing power is assessed through empirical observations of consumer characteristics and market behavior. Third, price adjustments are implemented reactively in response to cost changes and proactively through periodic evaluations. Fourth, market validation involves competitor benchmarking and testing perceived product value among close social circles. These findings demonstrate that pricing strategies reflect entrepreneurs' experience, independence, and adaptability to market dynamics.

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