Entrepreneurial Orientation and Social Capital in Pricing Strategy: a Case of Small Enterprises in East Java

  • Suyanto Suyanto Fakultas Bisnis dan Ekonomika, Universitas Surabaya
  • Aluisius Hery Pratono Fakultas Bisnis dan Ekonomika, Universitas Surabaya
Keywords: orientasi kewirausahaan, modal insani, strategi penetapan harga, perusahaan kecil


Penelitian ini mengkaji dampak orientasi kewirausahaan dan modal insani terhadap strategi penetapan harga perusahaan-perusahaan kecil di Jawa Timur. Metoda penelitian ini merupakan campuran antara analisis kuantitatif dan analisis kualitatif yang dipergunaan untuk menganalisis 168 perusahaan kecil. Temuan utama dari analisis kualitatif adalah perusahaan kecil cenderung menetapkan harga rendah untuk produk-produk mereka, diskon diberikan kepada pelanggan yang loyal, sistem penetapan harga transfer berdasarkan biaya produksi, adanya hubungan yang dekat antara pekerja dan pemilik dan antar pekerja, serta keagresifan bukanlah merupakan ciri perusahaan kecil. Temuan utama dari analisis kuantitatif ada tiga, yaitu (1) keagresifan dalam inovasi produk dan otonomi dalam pengambilan risiko merupakan dua ukuran orientasi kewirausahaan yang memengaruhi kemampuan perusahaan kecil di Jawa Timur dalam menetapkan harga produk baru; (2) baik agresifitas dalam inovasi dan otonomi dalam pengambilan risiko menentukan program pemasaran (salah satu ukuran penetapan harga) di perusahaanperusahaan kecil; (3) berbagi ide tentang tujuan merupakan faktor kunci dalam modal insani yang sangat memengaruhi komunikasi yang baik dengan pelanggan.


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How to Cite
Suyanto, S., & Pratono, A. (2016). Entrepreneurial Orientation and Social Capital in Pricing Strategy: a Case of Small Enterprises in East Java. Jurnal Ekonomi Dan Bisnis, 18(3), 1-22. https://doi.org/https://doi.org/10.24914/jeb.v18i3.280