Edukasi Strategi Penetapan Harga dan Elastisitas Permintaan Pada UMKM Co.Pickup

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in the Indonesian economy; however, most business owners have yet to fully understand the concept of demand elasticity as the basis for appropriate pricing strategies. This community service activity aims to provide education on pricing strategies and demand elasticity to the employees of Co.Pickup, a culinary MSME located in Samarinda City, East Kalimantan. The methods employed include semi-structured interviews, initial observation, educational material development, education sessions, discussion and sharing sessions. The results indicate that prior to the education, employees had not fully understood the relationship between price changes and consumer behavior. Following the education and discussion sessions, participants understood that price increases should be implemented gradually to prevent customers from switching to competitors, and recognized the importance of maintaining product quality, store atmosphere, and service as key factors in sustaining customer loyalty. This activity provided practical insights into the application of microeconomic concepts in daily business operations, enabling Co.Pickup to implement more competitive and sustainable pricing strategies.