Penetapan harga pedagang kecil: perspektif fenomenologi di bumi perkemahan bedengan
Abstract
Penelitian ini bertujuan untuk memahami bagaimana perilaku pedagang warung di daerah Bedengan menetapkan harga produk mereka. Penelitian ini merupakan penelitian kualitatif dengan menggunakan fenomenologi sebagai metode penelitian. Aspek yang dianalisis adalah bagaimana pedagang warung kecil di Bedengan menjadi menjalankan perilaku penetapan harga untuk barang dagangan mereka yang diintegrasikan terhadap dua jenis teori yakni Virtue Ethic atau Teori Kebajikan dan Teori Pengaruh Sosial dan Budaya. Dengan pendekatan fenomenologi, penelitian ini menemukan bahwa perilaku pedagang kecil di Bedengan dalam menetapkan harga produk tergolong relatif sama, dalam hal ini mempertimbangkan kejujuran dan transparansi, keadilan, kebijaksanaan, kepedulian, norma sosial, pengaruh komunitas dan praktik budaya.
Kata Kunci : Keputusan Bisnis, Perilaku, Etika, Persepsi Ekonomi, Dinamika Sosial
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