Penetapan Harga Diskriminasi Cabe Rawit Merah di Pasar Induk Kramat Jati, Jakarta Timur

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Purnama Syae Purrohman
Muhammad Ilham

Abstract

Penelitian bertujuan mengetahui pelaksanaan penetapan harga diskriminasi cabe rawit merah di Pasar Induk
Kramat Jati, Jakarta Timur. Penelitian ini merupakan studi lapangan dengan menggunakan metode kualitatif
deskriptif. Subjek penelitian ini terdiri dari Staf dan pimpinan Bagian Informasi PD. Pasar Jaya Pasar Induk
Kramat Jati; Pedagang Besar Cabe rawit merah di Pasar induk Kramat Jati, dan; Pedagang Kecil di Pasar Induk
Kramat Jati. Data-data yang dikumpulkan melalui observasi partisipatif, wawancara dan dokumentasi. Hasil
penelitian menemukan bahwa penetapan harga diskriminasi terjadi melalui penetapan harga segmentasi
pelanggan, penetapan harga bentuk produk, penetapan harga citra, penetapan harga saluran dan penetapan harga
waktu. Penetapan harga diksriminasi cabe rawit merah di Pasar Induk Kramat Jati dilakukan untuk membedakan
kebutuhan berdasarkan kriteria konsumen demi berjalannya mata rantai distribusi cabe rawit merah serta
menjaga kestabilan harga cabe rawit merah yang akan masuk ke Jabodetabek dengan tetap menjaga profit
pedagang cabe rawit merah.

Abstract
Research intended to investigate the implementation of discriminative price determination of cayenne pepper at
Pasar Induk Kramat Jati, Jakarta Timur. The research used field research approach with qualitative descriptive
method. The subjects of the research were the head and staff of Information Section of PD Pasar Jaya Pasar
Induk Kramat Jati. Data collected by participated observation, interviews, and document analysis. The results of
the research showed that discriminative price determination conducted by various ways as consumers’
segmented price determination; product shape price determination; brand image price determination; chanelling
price determination, and time based price determination. The main idea for discrimantive price determination
was to manage the supply chain distribution of products to differentiated consuments, to stabilisize the price at
Jakarta and its surround cities and to keep it profitable for the traders.




 

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How to Cite
Purrohman, P. S., & Ilham, M. (2017). Penetapan Harga Diskriminasi Cabe Rawit Merah di Pasar Induk Kramat Jati, Jakarta Timur. Jurnal Utilitas, 1(2), 145-156. https://doi.org/10.22236/utilitas.v1i2.4669
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Articles
Author Biographies

Purnama Syae Purrohman, Pendidikan Ekonomi, FKIP, UHAMKA

 

 



Muhammad Ilham, SMK Bunda Kandung, Jakarta Timur