Prestige Pricing Strategy as A Symbol of Social Class on Perfume Products

Abstract

AbstrakPenentuan strategi harga yang tepat adalah penting untuk mempertahankan dan memenangkan persaingan. Penelitian ini meneliti makna penerapan strategi harga, terutama harga prestise bagi konsumen yang mengkonsumsi produk parfum di kota Denpasar. Metode AbstractDetermination of the appropriate pricing strategy is essential in order to maintain and win the competition. This research examined the meaning of the application of the pricing strategy, especially prestige pricing for consumers who consume the product perfume in the city of Denpasar. The method used in this research is a qualitative method, by using descriptive analysis of qualitative and interpretative. The results showed that the first, the meaning of social class, that class was connected with the premium class perfume consumed by certain groups of people. Secondly, life style that is now for people using branded perfume is part of daily activities, and become part of the lifestyle. Because it was done patterned, repetitive, and in a certain period of time in accordance with the nature of the lifestyle itself. Third, are the value & Psychological pricing, it was very specific in contrast to sales of other products in general. Producers to sellers maintain sales strategy accompanied with high price remain optimal service to attract or retain customers. Fourth, was the meaning of prestige, that the practice of buying branded perfume with an expensive price to increase or maintain the prestige of its users. Exchange of capital was very evident, buyers exchanging economic capital, social and cultural symbolic capital to achieve the sense of pride and prestige. In this research, the expected contribution is to interpret the application of prestige pricing strategy that so far only examined as part of the marketing strategy and consumer behavior.

Eksplorasi Loyalitas Millennial Terhadap Brand Apple. Prestige or Needs?

“…Konsumen saat ini saling ingin memperlihatkan kelas sosialnya yang berbeda di komunitasnya. Seperti yang dinyatakan oleh (Subawa, 2016) konsumsi suatu produk dapat dipengaruhi oleh status sosial, life style, psikologis dan prestise. Gaya hidup saat ini tidak terlepas dari hedonisme yang terjadi akibat perkembangan jaman.…”

Dynamics of single candidate in election of regional heads

“…The use of technology has penetrated various sectors, which allows the calculation of financing accurately. Subawa (2016), states that determining the right pricing strategy is very important to maintain and win the competition. This research can be used as a reference for the use of technology in campaigns.…”

Consumer Hegemony on Social Media in the Digital Disruption Era

“…Shared information about products or services on social media by consumers is the key reference for many customers to make their purchase decisions. Simply in this disruption era consumption is determined not based on their needs and wants in reality, nonetheless, the persuasion to purchase will be occurred through the ideas, reviews, and behaviours on social media by individuals and groups (Subawa, 2016;Lee et al, 2019).…”