Indonesia

Abstract

This study aims to analyse the application of competitive pricing strategies in increasing profits and competitiveness of MSMEs of mobile vegetable traders in Gandu Village. The main problem faced by business actors in this sector is the lack of understanding in determining the right selling price, resulting in ignorance of the real profits earned and low competitiveness in the market. This research uses a descriptive qualitative approach with data collection methods through interviews with mobile vegetable traders as the main informants, and literature studies as secondary data. The results showed that some traders have implemented a competitive pricing strategy intuitively, such as equalising or slightly increasing prices from competitors, while still paying attention to product quality and service. This strategy has proven effective in building customer loyalty, increasing sales, and creating a positive perception of value for the product. This research confirms that a competitive pricing strategy combined with a value-based pricing approach and an understanding of the cost structure and market conditions can be an effective solution to improve the sustainability and growth of MSMEs. In addition, this approach also strengthens the market position of businesses through service excellence and product quality. This study recommends price management training for MSME players so that pricing strategies can be implemented optimally and sustainably.