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All Journal Journal Of Science Education And Management Business Eduvest - Journal of Universal Studies
Yenti, Yatna
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Aerospace Engineering Computer Science & IT Economics, Econometrics & Finance Education Health Professions Neuroscience Social Sciences

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Analysis of Demand Elasticity and Pricing Strategy at Mcdonald’s marlin, Revina; Vadhillaesa, Shania; Yenti, Yatna; Aristiawan, Dhani; Zefriyenni, Zefriyenni
Eduvest - Journal of Universal Studies Vol. 5 No. 7 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i7.50875

Abstract

The rapid development of technology has significantly influenced economic changes and consumer behavior. The economy has become more modern, driven by demand and supply, with prices shaped by the interaction between consumer demand and producer supply, forming the basis of marketing activities. One of the most competitive sectors in the food industry is the fast-food business, where pricing strategies play a crucial role in maintaining market share. This study aims to analyze price elasticity of demand and pricing strategies at McDonald's in Padang. A descriptive quantitative research method was employed, with a total sample of 94 respondents. The research findings indicate that both price elasticity of demand and pricing strategies significantly impact customer satisfaction. Effective pricing can attract more customers and enhance their loyalty, ultimately contributing to overall customer satisfaction. Understanding price elasticity of demand enables McDonald's to respond effectively to market fluctuations and changes in consumer behavior. Based on these findings, it is recommended that McDonald's continuously monitor and adjust its pricing strategies and promotional efforts to maintain and improve customer satisfaction.
The Influence of Innovation and Marketing Strategy on Consumer Purchasing Power in Markets in Dharmasraya Regency Marlin, Revina; Rohim, Rika; Yenti, Yatna; Susanti, Tuti; Aima, M. Havidz
Journal of Science Education and Management Business Vol. 4 No. 2 (2025): JOSEMB (Journal Of Science Education And Management Business)
Publisher : Riset Sinergi Indonesia

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Abstract

This article examines the influence of innovation and marketing strategy on consumer purchasing power in the markets of Dharmasraya Regency. Using a quantitative approach, the research involved 30 randomly selected respondents from the local population. The findings indicate that while innovation is important for creating competitive advantages, it does not have a significant impact on consumer purchasing power. In contrast, marketing strategy has been shown to have a significant effect, suggesting that effective marketing approaches can enhance consumer experience and satisfaction. Consumer purchasing power is influenced by various factors, including economic conditions and community habits. These findings emphasize the importance of appropriate marketing strategies in enhancing purchasing power, while innovation must still be pursued to remain competitive in an increasingly tight market.
Co-Authors Aristiawan, Dhani Havidz Aima, Havidz Marlin, Revina Rohim, Rika susanti, Tuti Vadhillaesa, Shania Zefriyenni Zefriyenni, Zefriyenni