ANALYSIS OF PRICE DETERMINATION ON DEWA MUSHROOM (Agaricus blazei Murril) HERBAL MEDICINAL IN CV. ASIMAS
Ratri Maulani 1, Rini Dwiastuti2*, Dwi Retno Andriani2
1Mahasiswa, Program Studi Agribisnis, Fakultas Pertanian Universitas Brawijaya
2Dosen Program Studi Agribisnis, Fakultas Pertanian, Universitas Brawijaya
*penulis korespondensi: dwiastuti.fp@ub.ac.id
ABSTRACT
Herbal medicine industry has been developed in Indonesia. According LP2ES (2015),
no less than 1166 traditional drug companies, as many as 129 traditional medicine industries
and 1037 small industry of traditional medicine, which produces various types of raw
materials and potions. The existence of a huge potential to develop herbal medicine, namely to
convert the plant into a medicinal product in the form of tablets, capsules and syrups. CV.
ASIMAS is a company which is cultivating and processing Dewa mushroom (Agaricus blazei
Murril) into herbal medicine. Processed product of dewa mushroom is Agaric Tea in the form
of tea and Agaric Pure in preparation of capsules. The difference thing of that causing the
difference of selling price. In addition, the main raw material Dewa mushroom is difficult to
find and causing a high selling price too, so that these products can only be reached by the
upper middle consumers. Based on these problems, then the need to do research on product
pricing of Agaric Tea and Agaric Pure by using cost of production and also the product life
cycle in order to be seen product pricing strategy that is right for that product. The purpose of
this study are: 1) to analyze the price determination of herbal medicinal products and Agaric
Agaric Tea Pure by CV. ASIMAS. 2) Analyze product positioning and Agaric Agaric Tea Pure
in the product life cycle on the CV. ASIMAS. Based on the results of the analyses, obtained
that the determination of the price of basic production used CV. ASIMAS which is of variable
costing. While the life cycle analysis of products based on calculations Polli and Cook, the
product of Agaric Tea and Agaric Pure are at the stage of introduction by year 2010, stage of
growth in year 2011, stage of a decline in 2012. Pricing startegies used in the early stage that
is the strategy of penetration, strategy to products already establishes is to maintain the price
or lower the price, and make adjusments to give special quantity discounts.
no less than 1166 traditional drug companies, as many as 129 traditional medicine industries
and 1037 small industry of traditional medicine, which produces various types of raw
materials and potions. The existence of a huge potential to develop herbal medicine, namely to
convert the plant into a medicinal product in the form of tablets, capsules and syrups. CV.
ASIMAS is a company which is cultivating and processing Dewa mushroom (Agaricus blazei
Murril) into herbal medicine. Processed product of dewa mushroom is Agaric Tea in the form
of tea and Agaric Pure in preparation of capsules. The difference thing of that causing the
difference of selling price. In addition, the main raw material Dewa mushroom is difficult to
find and causing a high selling price too, so that these products can only be reached by the
upper middle consumers. Based on these problems, then the need to do research on product
pricing of Agaric Tea and Agaric Pure by using cost of production and also the product life
cycle in order to be seen product pricing strategy that is right for that product. The purpose of
this study are: 1) to analyze the price determination of herbal medicinal products and Agaric
Agaric Tea Pure by CV. ASIMAS. 2) Analyze product positioning and Agaric Agaric Tea Pure
in the product life cycle on the CV. ASIMAS. Based on the results of the analyses, obtained
that the determination of the price of basic production used CV. ASIMAS which is of variable
costing. While the life cycle analysis of products based on calculations Polli and Cook, the
product of Agaric Tea and Agaric Pure are at the stage of introduction by year 2010, stage of
growth in year 2011, stage of a decline in 2012. Pricing startegies used in the early stage that
is the strategy of penetration, strategy to products already establishes is to maintain the price
or lower the price, and make adjusments to give special quantity discounts.
Keyword : The cost of production, produt life cycle, the price of product.
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