Penerapan Konsep Elastisitas Permintaan dan Penawaran Produk Strategi Penetapan Harga Produk Baru: Analisis Sensitivitas Perubahan Harga terhadap Kuantitas yang Diminta/Ditawarkan

Muhammad Yusuf; Rain Taruna Ompusunggu; Siti Fatimah; Nia Adelina Br Sembiring; Ririn Yolanda

doi:10.31004/riggs.v5i2.4916

Authors

Muhammad Yusuf Universitas Negeri Medan
Rain Taruna Ompusunggu Universitas Negeri Medan
Siti Fatimah Universitas Negeri Medan
Nia Adelina Br Sembiring Universitas Negeri Medan
Ririn Yolanda Universitas Negeri Medan

DOI:

https://doi.org/10.31004/riggs.v5i2.4916

Keywords:

Elastisitas Permintaan, Elastisitas Penawaran, Strategi Penetapan Harga, Produk Baru, Matematika Ekonomi

Abstract

Penelitian ini bertujuan untuk menganalisis dan merumuskan strategi penetapan harga optimal bagi produk baru dengan memanfaatkan konsep elastisitas permintaan (Price Elasticity of Demand/PED) dan elastisitas penawaran (Price Elasticity of Supply/PES). Produk baru umumnya menghadapi ketidakpastian pasar, perubahan preferensi konsumen, serta keterbatasan informasi mengenai respons permintaan dan kapasitas penawaran. Penelitian menggunakan pendekatan kuantitatif yang didukung analisis kualitatif melalui pengkajian hubungan harga dan kuantitas, data penjualan, survei kepuasan pelanggan, serta wawancara dengan pelaku usaha. Pendekatan matematika ekonomi digunakan untuk menghitung tingkat elastisitas, menilai sensitivitas konsumen dan produsen, serta mengidentifikasi implikasi perubahan harga terhadap pendapatan dan laba. Pembahasan diterapkan pada pengembangan produk UMKM Teras Steak yang menunjukkan bahwa permintaan cenderung elastis, sehingga perubahan harga yang relatif kecil dapat menimbulkan perubahan kuantitas penjualan yang lebih besar. Kondisi tersebut mendukung penggunaan harga penetrasi, segmentasi harga, paket bundling, dan promosi terbatas untuk meningkatkan volume penjualan tanpa mengorbankan keberlanjutan keuntungan. Dari sisi penawaran, kemampuan menyesuaikan kapasitas produksi, struktur biaya, ketersediaan bahan baku, dan teknologi menjadi penentu kecepatan respons produsen terhadap perubahan harga. Hasil penelitian menegaskan bahwa keputusan harga produk baru perlu mengintegrasikan elastisitas permintaan dan penawaran, proyeksi pendapatan, pengendalian biaya, serta evaluasi pasar secara berkala. Kerangka ini memberikan dasar analitis bagi UMKM untuk menetapkan harga yang kompetitif, mengurangi risiko kegagalan produk, dan menjaga pertumbuhan usaha secara berkelanjutan.

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