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All Journal ZIRAA'AH MAJALAH ILMIAH PERTANIAN
Sari, Clarita Tasya Mutiya
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Agriculture, Biological Sciences & Forestry

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STRATEGI PENETAPAN HARGA DENGAN VARIASI HARGA DAN LABA USAHA TOKO BUAH DI KOTA BENGKULU Sari, Clarita Tasya Mutiya; Reflis, Reflis; Wibowo, Hariz Eko; Supriyadi, Supriyadi
ZIRAA'AH MAJALAH ILMIAH PERTANIAN Vol 51, No 2 (2026)
Publisher : Pusat Publikasi Jurnal Universitas Islam Kalimantan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/zmip.v51i2.23288

Abstract

This study aims to determine fruit prices and profit margins based on pricing strategies, examine price variations, and determine whether there are significant differences among pricing strategies in fruit shops in Bengkulu City. This study employed a quantitative survey of fruit stores in Bengkulu City, identified via Google Maps, using descriptive, profitability, price variability (CV), and statistical analyses. The results show that 61 types of fruit are sold, with imported fruit commanding higher prices than local fruit. Value-based pricing strategies yield the highest profit margins and sales revenue, although statistical tests indicate no significant differences among pricing strategies. The high CV value indicates that price variation is becoming increasingly heterogeneous. However, an increasing variety of fruits and high price variation do not necessarily correlate with increased revenue for the fruit store business. This study underscores the importance of value-based pricing strategies in enhancing profitability and customer loyalty.
Co-Authors Reflis, Reflis Supriyadi Supriyadi Wibowo, Hariz Eko