Analisis Strategi Penetapan Harga Dalam Meningkatkan Volume Penjualan Pada UD. Andira Furniture Banjarsari

Abstract

Based on observations at UD Andira Furniture Banjarsari, several problems were found, including a decrease in consumer purchasing power due to unstable economic conditions (decrease in sales value), and many competitors offering products with the same quality and relatively cheaper prices. This research aims to determine and analyze pricing strategies for increasing sales volume at UD Andira Furniture Banjarsari. The research approach used in this research is a qualitative approach with a descriptive method. The sampling technique using purposive sampling is being researched so that the samples in this research are people who are directly involved in setting prices at the UD Andira Furniture Banjarsari company. Data was collected using in-depth interview techniques conducted with 4 informants, namely the company and UD Andira customers. Based on the results of the analysis of the Pricing Strategy for Increasing Sales Volume at UD Andira Furniture Banjarsari, it shows that the pricing strategy for increasing sales volume at UD Andira Furniture Banjarsari has generally not been implemented well by the company, thereby hampering the level of product sales volume. So the efforts made in the Pricing Strategy to Increase Sales Volume at UD Andira Furniture Banjarsari must process government permits including company brand patents so that pricing can compete with other companies.