Value Based Pricing Sebagai Pendekatan Optimal dalam Penentuan Harga
Keywords:
pricing, value perception, value-based pricing, price elasticity, value communicationAbstract
Consumer value perception is a subjective evaluation of the trade-off between the benefits received and the sacrifices made. Cost-based pricing and competitor-based pricing approaches ignore the demand side and differences in value among products. Value-based pricing aligns with consumer value perception but requires market research and effective communication. Value perception is influenced by personal characteristics, product features, situational factors, and information. Consistent and credible value communication enhances value perception. Price elasticity determines consumer sensitivity to price changes. Long-term prices must cover costs but are constrained by perceived value. Businesses can expand their pricing scope through innovation and efficiency. Strategic pricing capability is a core competency that distinguishes long-term business success.
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