ANALISIS PENENTUAN HARGA JUAL PRODUK PADA UMKM DIAS HENDRO MOTOR CLASSIC

This study aims to analyze the product selling price determination process at UMKM Dias Hendro Motor Classic in Kediri City using a cost-based pricing approach. The research employed a descriptive qualitative method, with data collected through semi-structured interviews with the business owner and documentation of production costs and selling prices. Data analysis was conducted using the interactive model by Miles and Huberman, which includes data reduction, data display, and conclusion drawing. The results show that the selling price is determined based on the calculation of primary production costs, followed by the addition of a profit margin adjusted to the market price range. However, some cost components were not consistently included in the calculation. Price determination is also influenced by various factors, such as the type and year of the motorcycle, its initial physical condition, the rarity of spare parts, completeness of vehicle documentation, and promotional strategies. This study provides valuable insights for small business actors regarding the importance of accurate cost calculation as the foundation for setting prices, in order to ensure business sustainability and maintain competitiveness in the market.