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Supriyanto .
Institut Pertanian Bogor
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Dinamika Strategi Penetapan Harga Terhadap Permintaan Konsumen Di Marketplace : Systematic Literature Riview Dalam Ekonomi Manajerial Enjelia, Meebya; ., Supriyanto
Jurnal Ilmu Manajemen dan Pendidikan | E-ISSN : 3062-7788 Vol. 3 No. 1 (2026): April - Juni
Publisher : CV. ITTC INDONESIA

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Abstract

The rapid growth of digital marketplaces has increased the complexity of pricing strategies and consumer demand behavior. In a highly transparent and competitive environment, pricing plays a crucial role in shaping purchasing decisions. This study aims to identify pricing strategies, analyze their impact on consumer demand, and examine research gaps from a managerial economics perspective. A Systematic Literature Review (SLR) method with a PRISMA approach was applied, involving identification, screening, evaluation, and synthesis stages. A total of 10 key articles from various databases were selected for in-depth analysis. The findings reveal a shift from cost-based pricing toward more adaptive approaches, such as value-based pricing, competition-based pricing, and dynamic pricing. These strategies significantly influence consumer demand, which is affected by price elasticity, perceived value, product quality, and digital market conditions. Behavioral and technological factors further intensify these dynamics. Additionally, the study highlights several research gaps, particularly the limited empirical evidence, insufficient integration of technology, and concerns related to price fairness and non-economic factors. Therefore, pricing strategies should be designed in a data-driven and adaptive manner to effectively stimulate consumer demand in digital marketplaces.
Co-Authors Abdul Aziz Abdurakhman . Aditya Marianti Afif Bintoro Afrilyani, Rizka Amaliya, Lasyarika Rizky Ari Wibowo, Tony Asri Masitha Arsyati Azhari Robby, Prawitra Bambang Cahyono Darusman, Muhammad Edison . Enjelia, Meebya Erick Fernando B311087192 Fadilah, Deden Fadilah, Fariz Fathimah, Anissatul Ginanjar, Rubi Ginanjar, Ruby Gumawang, Galuh Hermawati, Lusi Indriyanto . Ismail Ibrahim Ibnu Yassin Isniyani, Rinda Ita Amianti Iwan Sumirat JAINURI, JAINURI Karnawi Kamar, Karnawi Karunia Galih Permadani, Karunia Galih Kulla Himmy'azz, Istajib Kumoro, Dwi Ferdiyatmoko Cahya Masitha Arsyari, Asri Maulida, Niswah Nasution, Andreanda Nugraha, Rijka Akbar Nur Aisyah Nurasiah ., Nurasiah Nurhasanah Putri Puspitasari, Sylvia Riyanto Riyanto Rochmawati, Dwi Sestri Goestjahjanti, Francisca Silvi Kuattami, Annisa Hellena Sri Huning Anwariningsih Sri Mulyati Suryono . Tiara, Beby Tri Bodroastuti WINANTI, WINANTI Zaeni, Mohammad Andry