THE EFFECT OF EFFECTIVE DYNAMIC PRICING TOWARD CONSUMER PURCHASING BEHAVIOR OF CAVENDISH BANANA WITH PRICE SENSITIVITY AS A MEDIATING FACTOR AS SEEN IN THE EVIDENCE FOR PT SEWU SEGAR NUSANTARA

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Dewi Indriasari, Yulli (2025) THE EFFECT OF EFFECTIVE DYNAMIC PRICING TOWARD CONSUMER PURCHASING BEHAVIOR OF CAVENDISH BANANA WITH PRICE SENSITIVITY AS A MEDIATING FACTOR AS SEEN IN THE EVIDENCE FOR PT SEWU SEGAR NUSANTARA. Graduate thesis, Institut IPMI.

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Abstract

Cavendish bananas play a vital role in the agricultural economy, contributing significantly to GDP and providing income across various sectors , This study investigates the influence of dynamic pricing strategies on consumer purchasing behavior, focusing on the mediating role of price sensitivity. Utilizing a sample of 305 respondents, the research employs Structural Equation Modeling (SEM) to analyze the relationships between dynamic pricing, price sensitivity, and purchasing decisions. Four hypotheses were tested and supported : (1) Dynamic pricing strategy influences consumer purchasing behavior ( T-statistic = 81.206, P- value = 0.000 ), (2) Dynamic pricing strategy significantly affects price sensitivity (T-statistic = 34.827 , P-value = 0.000) , (3) Price sensitivity influences consumer purchasing behavior ( T-statistic = 9.130 , P-value = 0.000) , and (4) Price sensitivity mediates the influence of dynamic pricing strategy on consumer purchasing behavior ( T-statistic = 8.146 , P-value = 0.000) . Key demographic factors such as gender, age, occupation, income level, and annual consumption patterns, provide a comprehensive understanding of consumer behavior. The findings reveal regional differences in price sensitivities, with consumers in Jakarta showing higher tolerance for price increases than those in Surabaya. These insights underline the importance of tailoring dynamic pricing strategies to different consumer segments and emphasizes the need for transparent communication and advanced data analytics to optimize pricing policies. The findings offer valuable guidance for businesses seeking to balance revenue maximization with customer satisfaction, ensuring long-term competitiveness in the fresh fruit market. Marketers and business strategists can leverage these findings to enhance consumer satisfaction and loyalty through effective, consumer-oriented pricing models. Future research should explore the long-term effects of dynamic pricing, its impact across diverse product categories, psychological factors influencing consumer perceptions, cross-cultural comparisons, and broader demographic segments to refine the understanding of dynamic pricing's role in consumer behavior. Keywords: Dynamic Pricing, Consumer Purchasing Behavior, Price Sensitivity, Dynamic Pricing Strategy

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 17 Dec 2025 03:34
Last Modified: 17 Dec 2025 03:34
URI: http://repository.ipmi.ac.id/id/eprint/2895

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