Strategi Pricing untuk Produk Online - Panduan Lengkap

💰 Cara Hitung Cost & Margin

Formula Dasar:

Selling Price = Cost + Desired Profit

atau

Selling Price = Cost / (1 - Margin %)

Breakdown Cost yang Harus Dihitung:

1. Cost of Goods Sold (COGS)

• Harga beli dari supplier
• Biaya produksi (jika produk sendiri)
• Biaya packaging
• Biaya label & sticker

2. Operating Expenses

• Website hosting & domain (Rp 50K/bulan)
• Marketing & ads (10-20% dari revenue)
• Payment gateway fee (2-3% per transaksi)
• Customer service (VA/staff)
• Tools & software (inventory, accounting)

3. Logistics & Fulfillment

• Shipping cost (average Rp 15-30K)
• Warehouse/storage
• Return & exchange handling

Contoh Perhitungan:

Produk: Kaos Polos Premium

Harga beli dari supplier: Rp 40.000

Packaging & label: Rp 5.000

Total COGS: Rp 45.000

Payment gateway fee (3%): Rp 3.000

Average shipping: Rp 15.000

Marketing cost (15%): Rp 15.000

Total Operating Cost: Rp 33.000

Total Cost: Rp 78.000

Desired Margin (30%): Rp 33.400

Selling Price: Rp 111.400 → Rp 115.000

📊 5 Pricing Strategies Populer

1. Cost-Plus Pricing

Harga = Cost + Fixed Markup (30-50%)

✅ Kelebihan:

• Simple & straightforward
• Ensure profit margin

❌ Kekurangan:

• Ignore competitor pricing
• Ignore perceived value

Best for: Produk commodity dengan competitor banyak

2. Value-Based Pricing

Harga berdasarkan perceived value, bukan cost

Contoh: Rolex watch cost Rp 5jt untuk produksi, tapi jual Rp 100jt karena brand value

✅ Kelebihan:

• Maximize profit margin
• Reflect brand positioning

Best for: Produk premium, branded, atau unique

3. Competitive Pricing

Set harga berdasarkan competitor (match/below/above)

Match pricing: Sama dengan competitor (compete on service/quality)

Below competitor: 5-10% lebih murah (compete on price)

Above competitor: Posisi sebagai premium option

Best for: Market dengan banyak competitor similar products

4. Penetration Pricing

Set harga rendah untuk gain market share cepat, kemudian raise gradually

Contoh: Launch produk baru Rp 50K (below competitor Rp 80K), setelah 6 bulan raise ke Rp 70K

Best for: New product launch, high competition market

5. Premium Pricing

Set harga tinggi untuk posisi sebagai luxury/premium brand

Requires:

✅ Superior quality
✅ Strong brand identity
✅ Excellent customer service
✅ Premium packaging & presentation

Best for: Luxury goods, artisan products, branded items

🧠 Psychological Pricing

1. Charm Pricing (9-Ending)

Rp 99.900 terasa lebih murah dari Rp 100.000 (padahal beda Rp 100)

Research: 9-ending prices increase sales up to 24% dibanding round numbers!

2. Price Anchoring

Tampilkan harga asli (higher) dicoret, baru harga sale

Rp 200.000 Rp 150.000 -25%

3. Decoy Pricing

Tambahkan opsi "decoy" untuk make target price looks more attractive

Basic

Rp 50K

Popular 🔥

Rp 80K

(Best value!)

Premium

Rp 120K

Customer lebih sering pilih "Popular" karena feels like best deal

4. Bundle Pricing

Bundle products untuk perceived value lebih tinggi

Buy 1: Rp 100K
Buy 3: Rp 250K (Save Rp 50K!) ← Feels like great deal

🔍 Competitor Analysis

How to Analyze Competitor Pricing:

Identify 5-10 Direct Competitors
Toko online yang jual produk similar di market yang sama

Track Their Pricing

Competitor	Product	Price	Promo
Competitor A	Kaos Polos	Rp 95K	Free ongkir
Competitor B	Kaos Polos	Rp 110K	Buy 2 get 10%
Competitor C	Kaos Polos	Rp 85K	-

Analyze Value Proposition
Kenapa mereka bisa charge higher/lower? Quality, brand, service, atau unique features?
Position Your Pricing
Based on your value prop, decide: match, below, or above competitor

💡 Tips: Jangan hanya compete on price! Compete on value (quality, service, branding, customer experience).

⚡ Dynamic Pricing & Promo Strategy

1. Flash Sale

Discount besar (30-50%) untuk limited time (2-4 jam)

Purpose: Clear slow-moving stock, create urgency, boost traffic

2. Volume Discount

Buy more = Save more

• Buy 1: Rp 100K
• Buy 2: Rp 180K (save 10%)
• Buy 3: Rp 250K (save 16%)

Benefit: Increase Average Order Value (AOV)

3. First-Time Customer Discount

Diskon 10-15% untuk first purchase

Purpose: Reduce barrier to first purchase, customer acquisition

4. Seasonal Pricing

Adjust pricing based on demand season

• Ramadan: Muslim fashion price up 10-20%
• Back to School: Stationery & bags price up
• End of Season: Fashion sale 30-50% off

💡 Tips & Best Practices

1. Test, Test, Test!

Jangan takut experiment dengan harga. A/B test: Rp 95K vs Rp 99K vs Rp 105K, track which performs best.

2. Don't Compete on Price Alone

Jika hanya compete on price = race to the bottom. Build value di area lain: quality, service, branding, experience.

3. Communicate Value, Not Just Price

Jangan hanya tulis "Rp 100K". Explain kenapa worth it: "Premium cotton, jahitan rapi, anti-luntur, garansi 1 tahun".

4. Review Pricing Regularly

Review setiap 3-6 bulan. Adjust based on: cost changes, competitor moves, demand, seasonality.

5. Watch Your Margins

Target margin: Min 30% for sustainable business. Below 20% = risky. Calculate REAL cost (include all hidden costs).

📑 Daftar Isi