Mengintegrasikan Strategi Penetapan Harga dengan Perilaku Konsumen: Implikasi terhadap Daya Saing Bisnis

Nurul Afifah (Universitas Muhammadiyah Surakarta)
Sonya Yanuar Afiati (Universitas Muhammadiyah Surakarta)
Sekar Jati Ayuningtyas (Universitas Muhammadiyah Surakarta)
Khoiru Nisa Nurul Mafkhurotun (Universitas Muhammadiyah Surakarta)

Determinasi: Jurnal Penelitian Ekonomi Manajemen dan Akuntansi
Vol. 4 No. 3 (2026)

This study explores the integration of pricing strategies with consumer behaviour and its implications for business competitiveness. By analyzing various pricing models and consumer decision-making processes, the research identifies how aligning pricing tactics with consumer preferences can enhance market positioning and profitability. The finding suggest that businesses adopting consumer-centric pricing strategies are better equipped to respond to market dynamics, increase customer loyalty, and sustain competitive advantage. This paper provides practical insights for managers aiming to optimize pricing decisions in a highly competitive environment.