THE EFFECT OF PRICING STRATEGY ON SALES VOLUME AT THE ONLINE STORE AS SHIRT (A SHIRT WHOLESALE CENTER)

Abstract

Pricing determination significantly impacts sales. Higher prices usually indicate better product quality or a premium image, targeting the middle-class market segment. However, sales volume often decreases, as consumers who purchase high-priced products tend to be more selective and value-orientated, focusing on quality or social status. Conversely, lower prices make products more accessible to a larger number of consumers, particularly those who are price-sensitive. This typically results in an increase in sales volume due to greater affordability. This research aims to explain pricing strategies and their impact on sales volume, using the online store As Shirt or Pusat Grosir Kemeja as a case study. The research adopts a qualitative approach with a descriptive method. We conduct data collection using structured interviews employing a voice recorder as the research instrument to capture the explanations from the informants. The pricing strategy used by As Shirt or Pusat Grosir Kemeja is dynamic pricing. Several factors are considered in setting their prices, including production costs, competitor pricing, and demand factors. Moreever, this dynamic pricing strategy affects the demand for As Shirt or Pusat Grosir Kemeja products, the types or products offered by As Shirt or Pusat Grosir Kemeja, and the sales volume of As Shirt or Pusat Grosir Kemeja.