STRATEGI PENETAPAN HARGA

DAN KUALITAS PRODUK

TERHADAP PERSEPSI KONSUMEN

• Oleh: Wendy Aprianto, M.Ec.Dev.,M.Sc.

KONSEP UMUM
HARGA DAN
PRODUK DALAM
EKONOMI
Budget Set and Constraint for Cobb-Douglas Indifference
Two Commodities Curves
x2
x2
Budget constraint is
m /p2 p1x1 + p2x2 = m.
All curves are hyperbolic,
asymptoting to, but never
touching any axis.
Just affordable

m /p1 x1

x1
HARGA DAN
PRODUK DALAM
EKONOMI DALAM
BISNIS DIGITAL
Anatomy of Change

Technology

Pol- Economy Soc-

Cul
Leg

Market
The Future of Power Shifts

Age of Participation & From Vertical to

Technology Collaborative Marketing Horizontal

Political Social The Age of Globalization

Economy From Exclusive to
Legal Culture Paradox & Cultural
Marketing Inclusive

Market
Age of Creative Society From Individual to
& Spiritual Marketing Social

Sumber: Kertajaya dan Setiawan

(2020)
Marketing Mix?
The series of seven key variables – Product, Price, Place,
Promotion, People, Process and Physical evidence – that are
varied by marketers as part of the customer offering

Sumber: Dave Chaffey dan Fiona Ellis-

Chadwich (2019)
Product variable Sumber: Dave Chaffey dan Fiona Ellis-
Chadwich (2019)

The element of the marketing mix that involves

researching customers’ needs and developing appropriate
products.
The main implications of the Internet for the product
element of the mix are:
1. options for varying the core product
2. options for offering digital products
3. options for changing the extended product
4. conducting research online
5. speed of new product development
6. speed of new product diffusion.
 Sumber: Dave Chaffey dan Fiona Ellis-
Price variable Chadwich (2019)
The main implications of the Internet for the price
aspect of the mix are:
1. increased price transparency and its
implications on differential pricing;
2. Downward pressure on price (including
commoditisation);
3. new pricing approaches(including dynamic
pricing, price testing and auctions);
4. alternative pricing structure or policies.
PERSEPSI KONSUMEN
TERHADAP HARGA
DAN PRODUK DALAM
EKONOMI DALAM
BISNIS DIGITAL
 The New CustomerSumber:
Path Kertajaya dan Setiawan
AIDA : Attention , interest, desire and action (2020)
Sumber: Kertajaya dan Setiawan (2020)
 Sumber: Kertajaya dan Setiawan (2020)
Competitiveness Level of Brands

LEVEL 3
E N G AG E MEN T

LEVEL 2 AHA
E X P E R I E N CE

LEVEL 1 OK
E N JOY ME N T
WHAT YOUR
PERCEPTION
HOW NEXT!
THANK YOU
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