Manajemen Strategi Penetapan Harga Jual Pedagang di Pasar Tradisional ‘Enaro’ Kabupaten Paniai Provinsi Papua Tengah
DOI:
https://doi.org/10.1610/6k7dx421Kata Kunci:
Manajemen Strategi, Penetapan Harga, Pasar Tradisonal, Pedagang, Papua TengahAbstrak
Penelitian ini menganalisis strategi penetapan harga jual pedagang di Pasar Tradisional Enaro, Kabupaten Paniai, Papua Tengah. Tingginya harga barang pokok di pasar tersebut dipengaruhi oleh keterbatasan infrastruktur, biaya distribusi, serta kondisi persaingan. Penelitian menggunakan pendekatan kualitatif deskriptif dengan lima informan utama, yaitu pedagang sembako, pedagang sayur, pengelola pasar, konsumen, dan pejabat Dinas Perdagangan. Data dikumpulkan melalui wawancara mendalam, observasi partisipatif, dan dokumentasi, kemudian dianalisis menggunakan model interaktif. Hasil penelitian menunjukkan pedagang menerapkan empat strategi utama, yaitu cost-plus pricing, competitor-based pricing, demand/value-based pricing, serta praktik tawar-menawar khas pasar tradisional. Faktor internal yang memengaruhi harga meliputi modal, biaya operasional, dan pengalaman pedagang, sedangkan faktor eksternal mencakup daya beli konsumen, persaingan, biaya logistik, dan kebijakan pemerintah. Biaya distribusi terbukti menjadi faktor paling dominan. Penelitian menyimpulkan bahwa strategi harga pedagang bersifat adaptif, fleksibel, dan kontekstual sesuai kondisi geografis Papua Tengah. Temuan ini menekankan pentingnya dukungan pemerintah dalam memperbaiki infrastruktur distribusi, memberikan pelatihan manajemen usaha, serta memperkuat kelembagaan pasar tradisional guna menjaga stabilitas harga dan keberlanjutan ekonomi lokal.
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Hak Cipta (c) 2025 Ina Kayame, Natalia Paranoan, Yoel Pasae (Penulis)
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