Dual Pricing Strategy in Increasing the Income of Souvenir Traders in Tomok Village Samosir Regency

Nicholas Marpaung

2022

Abstract

This study focuses on pricing strategies in the Samosir Regency area which is famous for its huge tourism potential. Several types of industries in the Lake Toba area are trying to take advantage of opportunities, especially after the stipulation of Lake Toba as a priority tourist destination for Indonesia. Business actors at the lower middle level such as souvenir traders also have the opportunity to fill a niche market in the development of Lake Toba. The application of price discrimination by souvenir traders in Samosir Regency, especially Tomok Tourism Village is one strategy to increase the income of traders, which is adjusted to the ability or purchasing power of visiting tourists. This study aims to analyze how the price discrimination strategy is carried out by souvenir traders in the Samosir Regency area, especially the Tomok tourist village towards tourists who visit and buy souvenirs at the souvenir market. The approach used in this study is a Mix Method approach where a qualitative approach is used to analyze in depth the background of the implementation of price discrimination strategies by traders, and a quantitative approach is intended to determine the impact of price discrimination for visiting tourists. The results of this study indicate that the practice of dual pricing is a strategy implemented by souvenir swords in Tomok Tourism Village to increase their income. The practice of dual pricing is also well realized by tourists and thinks it is still at a reasonable level. Although not regulated by the government, the self-pricing by traders is still a question of how the price is set by traders and why tourists do not object to such unilateral determination. However, in the context of economic development, profit is the main goal of traders to be able to preserve local products which are the mainstay of regional income and the traders themselves.

Paper Citation

in Harvard Style

Marpaung N. (2022). Dual Pricing Strategy in Increasing the Income of Souvenir Traders in Tomok Village Samosir Regency. In Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP, ISBN 978-989-758-618-7, SciTePress, pages 161-166. DOI: 10.5220/0011563100003460

in Bibtex Style

@conference{icosop22,
author={Nicholas Marpaung},
title={Dual Pricing Strategy in Increasing the Income of Souvenir Traders in Tomok Village Samosir Regency},
booktitle={Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,},
year={2022},
pages={161-166},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011563100003460},
isbn={978-989-758-618-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Social and Political Development - Volume 1: ICOSOP,
TI - Dual Pricing Strategy in Increasing the Income of Souvenir Traders in Tomok Village Samosir Regency
SN - 978-989-758-618-7
AU - Marpaung N.
PY - 2022
SP - 161
EP - 166
DO - 10.5220/0011563100003460
PB - SciTePress