Strategi Penetapan Harga Prestise Dalam Meningkatkan Penjualan Produk Sepeda Motor Di Pt. Alfa Scorpii Sitamiang Padangsidimpuan

Abstract

This study aims to analyze the prestige pricing strategy and its impact on increasing motorcycle sales at PT. Alfa Scorpii Sitamiang Padangsidimpuan. In the automotive industry, prestige pricing is one of the approaches used to create an exclusive image and increase product appeal in the premium market segment. This study uses a qualitative research method with a descriptive approach. The informants in this study are the MDS Leader, Sales/Digital Marketing, and Marketing from PT. Alfa Scorpii Sitamiang Padangsidimpuan. Research data was collected through interviews, observations, and documentation. The data was then analyzed through data reduction, data presentation, and conclusion drawing. The results of the study indicate that the implementation of prestige pricing successfully increased sales by 15% over a six-month period. The market response to this strategy was generally positive, with customers valuing the quality and added value offered by the product. However, the main challenges faced were educating consumers about the product's advantages and addressing initial perceptions of high prices. Effective promotional strategies and adequate after-sales service also contributed to the success of prestige pricing.