PENERAPAN LEAN PRICING TERHADAP PENETAPAN HARGA DI STARTUP JELASIN.COM
Abstract Views:
357 times
PDF Downloads:
307 times
Abstract
Abstract — With the development of technology, the world of Indonesia's digital industry has also developed, one of which is marked by the emergence of a digital startup company. For startup businesses the pricing is crucial and important but it is not an easy thing because the products of startup are difficult to judge. Startup Jelasin.com is an animation studio that specializes in producing Explainer Animation, which is an animation that serves to explain everything. This study uses a qualitative approach with data collection methods, namely: interviews, observations, and document analysis of pricing at Jelasin.com. The results of this study are applied research in which the authors provide recommendations based on the lean pricing book by Omar Mohout.
Keywords: pricing, lean pricing, startup
Abstrak — Dengan berkembangnya teknologi, dunia industri digital Indonesia juga ikut berkembang salah satunya ditandai dengan munculnya perusahaan digital startup. Bagi bisnis startup penetapan harga merupakan hal yang krusial dan penting tetapi bukanlah suatu hal yang mudah dikarenakan produk dari startup sulit untuk dinilai. Startup Jelasin.com merupakan studio animasi yang khusus memproduksi Explainer Animation, yaitu animasi yang berfungsi untuk menjelaskan apapun. Penelitian ini menggunakan pendekatan kualitatif dengan metode pengupulan data, yaitu: wawancara, observasi, dan analisis dokumen terhadap penetapan harga di Jelasin.com. Hasil dari penelitian ini merupakan applied research dimana penulis memberikan rekomendasi berdasarkan buku lean pricing oleh Omar Mohout.
Kata Kunci: penetapan harga, lean pricing, startup
Downloads
References
Abdullah, Thamrin & Tantri, Francis. (2012). Manajemen Pemasaran. Jakarta, Rajawali Pers.
Ariely, Dan. (2013). Irrational Consumer : Perilaku Irrational yang Mempengaruhi Pengambilan Keputusan. Jakarta, PT Bhuana Ilmu Populer.
Badan Ekonomi Kreatif & Badan Ekonomi Statistik. (2017). Data Statistik dan Hasil Survey Ekonomi Kreatif. Jakarta.
Faith, D. O., & Edwin, A. M. (2014). A Review of The Effect of Pricing Strategies on The Purchase of Consumer Goods. 2(2), 88–102.
Gonzalez-prieto, D., Sallan, J. M., Simo, P., & Carrion, R. (2013). Journal of Air Transport Management Effects of the addition of simple and double decoys on the purchasing process of airline tickets. Journal of Air Transport Management, 29, 39–45.
Khalifa, A. S. (2004). Customer value : a review of recent literature and an integrative configuration. 42(5), 645–666.
Kotler, dan Keller. (2012). Manajemen Pemasaran, Edisi 12. Jakarta, Erlangga.
Mohout, Omar (2015). Lean Pricing : Pricing Strategies for Startups (Hors Collection). Digital version, Primento and Die Keure.
Prasad, B. (1998). Techniques A method for measuring total value towards designing goods and services. 10(4), 258–275.
Sellers-rubio, R. (2015). Testing the decoy effect in the presence of store brands. 43(2), 113– 125.
Setijono, D., & Dahlgaard, J. J. (2007). Customer value as a key performance indicator ( KPI ) and a key improvement indicator ( KII ). 11(2), 44–61.
Tjiptono, Fandy. (2001). Strategi Pemasaran, Edisi Pertama. Jakarta, Andi Ofset.
Töytäri, P., Keränen, J., & Rajala, R. (2017). Barriers to implementing value-based pricing in industrial markets : A micro-foundations perspective. 76, 237–246.
- Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
- Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
- By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
