Edukasi Dasar Dasar Ekonomi Mikro: Memahami Determinan Permintaan Non-Harga Untuk Optimalisasi Penjualan Pawon Yazha

Abstract

This community service activity aimed to provide basic microeconomics education to the UMKM Pawon Yazha regarding non-price determinants of demand to optimize sales performance. Pawon Yazha is a beverage business located in Samarinda that mainly relied on low-price strategies to attract consumers. However, consumer demand is also influenced by factors such as market trends, consumer preferences, weather conditions, product quality, and promotion. The activity was conducted through observation, interviews, and interactive discussions with the owner and employees. The results showed that sales increased during hot weather and Ramadan, but decreased during the rainy season and when menu innovation was limited. Through this educational activity, the owner gained a better understanding that business competition is not only about offering low prices, but also about understanding consumer behavior and adapting to market trends. This activity successfully broadened the partner’s knowledge of microeconomic concepts and encouraged the implementation of more adaptive marketing strategies. It is expected that this understanding will help Pawon Yazha improve its competitiveness, maintain stable income, and support sustainable business development.