<![CDATA[Penelitian ini bertujuan untuk mengkaji strategi penetapan harga produk yang efektif dalam meningkatkan loyalitas pelanggan. Menggunakan pendekatan kualitatif deskriptif, data dikumpulkan melalui wawancara mendalam, FGD, observasi non-partisipan, dan analisis dokumen. Informan mencakup manajemen, staf operasional, serta pelanggan loyal dan non-loyal. Hasil penelitian menunjukkan tiga tema utama dalam persepsi pelanggan terhadap strategi harga: transparansi harga, konsistensi nilai, dan kecepatan respons terhadap dinamika pasar. Empat dimensi strategi harga yang berkontribusi terhadap loyalitas meliputi fleksibilitas harga, personalisasi penawaran, kebijakan diskon, dan struktur pembayaran. Faktor kontekstual seperti persaingan industri, karakteristik pelanggan, siklus hidup produk, dan dinamika makroekonomi memoderasi hubungan tersebut. Penelitian ini merekomendasikan pendekatan berbasis nilai, transparansi komunikasi harga, dan integrasi strategi lintas fungsi. Temuan ini memberikan kontribusi praktis dan teoretis dalam pengembangan strategi harga berbasis loyalitas pelanggan di sektor bisnis Indonesia. This study aims to examine effective product pricing strategies in increasing customer loyalty. Using a descriptive qualitative approach, data were collected through in-depth interviews, FGDs, non-participant observations, and document analysis. Informants included management, operational staff, and loyal and non-loyal customers. The results showed three main themes in customer perceptions of pricing strategies: price transparency, value consistency, and responsiveness to market dynamics. Four dimensions of pricing strategies that contribute to loyalty include price flexibility, personalization of offerings, discount policies, and payment structures. Contextual factors such as industry competition, customer characteristics, product life cycles, and macroeconomic dynamics moderate the relationship. This study recommends a value-based approach, transparency of price communication, and integration of cross-functional strategies. These findings provide practical and theoretical contributions to the development of customer loyalty-based pricing strategies in the Indonesian business sector.]]>
