Strategi Harga Dalam Perspektif Meningkatkan Rantai Nilai Pemasaran Agribisnis: Studi Literatur
Keywords:
Strategi Harga, Rantai Nilai, Pemasaran AgribisnisAbstract
Strategi penetapan harga merupakan salah satu elemen krusial dalam bauran pemasaran agribisnis yang
secara langsung mempengaruhi daya saing, keberlanjutan usaha, dan kesejahteraan petani. Literature
review ini mengkaji secara sistematis berbagai strategi harga yang relevan dalam konteks pemasaran
agribisnis, mencakup dimensi teoritis, faktor-faktor penentu, serta praktik penerapannya di lapangan.
Tinjauan dilakukan terhadap lebih dari 40 sumber akademik dan praktis dari kurun waktu 1980 hingga
2024, yang meliputi buku teks manajemen pemasaran, jurnal agribisnis internasional, serta laporan
kebijakan pertanian nasional dan global. Temuan utama menunjukkan bahwa strategi harga di sektor
agribisnis dipengaruhi oleh karakteristik unik produk pertanian — termasuk keterikatan pada musim, sifat
mudah rusak (perishable), struktur pasar yang cenderung kompetitif, serta kesenjangan informasi antara
pelaku rantai pasok. Strategi yang efektif mencakup value-based pricing, dynamic pricing, penetration
pricing, dan geographic pricing, masing-masing dengan kesesuaian konteks yang berbeda. Literature
review ini menyimpulkan bahwa tidak ada satu strategi tunggal yang universal; efektivitas strategi harga
bergantung pada integrasi dengan rantai nilai, literasi digital petani, serta dukungan kebijakan pemerintah
yang kondusif.
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