Penerapan Strategi Diskriminasi Harga Pada Produk Agrikultur (Studi Kasus Pada Penjual Tanaman Hias di Dusun Dukuh, Desa Kopeng, Kec. Getasan, Kab. Semarang)
DOI:
https://doi.org/10.32493/jpkpk.v3i3.4663Keywords:
Diskirminasi Harga, Tingakatan Diskriminasi Harga, Tahapan Diskriminasi Harga, Tanaman Hias.Abstract
Penelitian ini bertujuan untuk mendeskripsikan penerapan strategi diskriminasi harga yang dilakukan penjual tanaman hias di Dusun Dukuh, Desa Kopeng, Kecamatan Getasan, Kabupaten Semarang. Metode penelitian yang digunakan adalah metode deskriptif dengan pendekatan kualitatif dan teknik analisis yang digunakan adalah content analysis dan triangulasi sumber. Terdapat lima narasumber kunci dalam penelitian ini, yang semuanya merupakan penjual tanaman hias di Dukuh, Kopeng. Hasil penelitian ini menunjukkan bahwa penjual tanaman hias telah menerapkan tiga tingkatan diskriminasi harga, yaitu dikriminasi harga tingkat satu, diskriminasi harga tingkat dua, diskriminasi harga tingkat tiga, namun terdapat satu tahapan diskriminasi harga yang belum dilakukan, yaitu membagi target market kedalam segmen yang lebih kecil. Meskipun terdapat tahapan yang belum dilakukan penjual, strategi diskriminasi harga ini tetap berjalan baik dan masih terus berdampak pada keuntungan ekonomis hingga sekarang
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