Cikole Luwak Coffee’s Pricing Strategy in Building Visitor Perception of Value
DOI:
https://doi.org/10.68111/sjbfm.v2i3.225Keywords:
Strategi, Harga, Kopi Luwak, CikoleAbstract
Penelitian ini bertujuan menganalisis strategi penetapan harga Kopi Luwak Cikole dalam membangun persepsi nilai pengunjung. Penelitian menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus. Data dikumpulkan melalui wawancara mendalam dengan satu informan kunci, observasi nonpartisipan, serta penelaahan dokumen dan sumber sekunder, kemudian dianalisis menggunakan model Miles, Huberman, dan Saldaña. Hasil penelitian menunjukkan bahwa strategi penetapan harga Kopi Luwak Cikole mengedepankan pendekatan value-based pricing dengan menghubungkan harga produk pada aspek kesejahteraan musang, proses produksi etis, sertifikasi, keterbatasan pasokan, dan pengalaman wisata edukatif. Komunikasi harga dilakukan melalui edukasi langsung kepada pengunjung, terutama ketika muncul keberatan terhadap harga, tanpa menjadikan diskon sebagai respons utama. Pengelola juga mengidentifikasi perbedaan kebutuhan informasi antara wisatawan domestik, konsumen individual, dan pembeli internasional. Temuan ini menunjukkan bahwa komunikasi nilai menjadi bagian penting dalam menjelaskan harga premium, meskipun efektivitasnya terhadap persepsi nilai dan keputusan pembelian belum dapat dipastikan. Keterbatasan penelitian terletak pada jumlah informan yang terbatas dan tidak adanya wawancara langsung dengan pengunjung. Penelitian selanjutnya disarankan melibatkan pengunjung untuk menguji kesesuaian antara strategi komunikasi pengelola dan persepsi konsumen.
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