<![CDATA[ Penelitian bertujuan mengetahui pelaksanaan penetapan harga diskriminasi cabe rawit merah di Pasar IndukKramat Jati, Jakarta Timur. Penelitian ini merupakan studi lapangan dengan menggunakan metode kualitatifdeskriptif. Subjek penelitian ini terdiri dari Staf dan pimpinan Bagian Informasi PD. Pasar Jaya Pasar IndukKramat Jati; Pedagang Besar Cabe rawit merah di Pasar induk Kramat Jati, dan; Pedagang Kecil di Pasar IndukKramat Jati. Data-data yang dikumpulkan melalui observasi partisipatif, wawancara dan dokumentasi. Hasilpenelitian menemukan bahwa penetapan harga diskriminasi terjadi melalui penetapan harga segmentasipelanggan, penetapan harga bentuk produk, penetapan harga citra, penetapan harga saluran dan penetapan hargawaktu. Penetapan harga diksriminasi cabe rawit merah di Pasar Induk Kramat Jati dilakukan untuk membedakankebutuhan berdasarkan kriteria konsumen demi berjalannya mata rantai distribusi cabe rawit merah sertamenjaga kestabilan harga cabe rawit merah yang akan masuk ke Jabodetabek dengan tetap menjaga profitpedagang cabe rawit merah.AbstractResearch intended to investigate the implementation of discriminative price determination of cayenne pepper atPasar Induk Kramat Jati, Jakarta Timur. The research used field research approach with qualitative descriptivemethod. The subjects of the research were the head and staff of Information Section of PD Pasar Jaya PasarInduk Kramat Jati. Data collected by participated observation, interviews, and document analysis. The results ofthe research showed that discriminative price determination conducted by various ways as consumersâsegmented price determination; product shape price determination; brand image price determination; chanellingprice determination, and time based price determination. The main idea for discrimantive price determinationwas to manage the supply chain distribution of products to differentiated consuments, to stabilisize the price atJakarta and its surround cities and to keep it profitable for the traders.
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