Analysis Of Pricing Strategy In Increasing Sales At Yuki Mart, Gunungsitoli City
Abstract
Pricing is a crucial element in marketing strategies that plays a significant role in increasing product sales in the retail market. This study aims to analyze the pricing strategy applied by Yuki Mart in Gunungsitoli City and the challenges encountered in its implementation. The research employs a qualitative approach with data collected through interviews, observations, and documentation. The findings reveal that Yuki Mart’s pricing strategy includes price adjustments based on costs and market conditions, alongside efforts to maintain competitiveness through affordable prices and product quality alignment. The main challenges identified are price fluctuations from distributors and price competition with other stores. This study provides recommendations to optimize pricing strategies to enhance customer loyalty and sales volume at Yuki Mart.
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Copyright (c) 2025 Jul Rahmat Dohona, Idarni Harefa, Yuterlin Zalukhu, Yupiter Mendrofa
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