ELASTISITAS PERMINTAAN SEBAGAI DETERMINAN STRATEGI PENETAPAN HARGA DAN OPTIMALISASI KEPUTUSAN MANAJERIAL PERUSAHAAN
DOI:
https://doi.org/10.58174/1vybdz55Keywords:
Price Elasticity of Demand; Pricing Strategy; Managerial Decision; Premium Pricing; Penetration Pricing; Managerial EconomicsAbstract
This study aims to analyze the role of price elasticity of demand as the main determinant of pricing strategies and optimization of managerial decision-making in firms. Price elasticity of demand is a fundamental concept in managerial economics that measures the sensitivity of consumer demand to price changes, providing a quantitative foundation for managers to design optimal pricing strategies aligned with the market characteristics they face. This study employs a quantitative method with panel data analysis involving 95 companies operating in three different sectors — consumer goods, services, and manufacturing — listed on the Indonesia Stock Exchange for the period 2020-2024. Data were collected through published annual financial reports and structured surveys targeting senior marketing and financial managers. Analysis was conducted using panel data regression with Fixed Effects Model (FEM) selected based on Chow Test and Hausman Test results. The findings indicate that price elasticity of demand significantly influences a company's choice of pricing strategy (β = -0.412; t = -6.783; p < 0.001), with companies in inelastic markets tending to adopt premium pricing strategies that achieve average profitability 31.7% higher than companies in elastic markets that adopt penetration pricing. These findings carry highly practical managerial implications: accurate and regular measurement of price elasticity represents an analytical investment that delivers significant returns through data-driven optimization of pricing decisions.
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