ANALISIS STRATEGI PENETAPAN HARGA PT. GRAB DI INDONESIA

Abstrak

ABSTRACT
This study was conducted to determine the pricing strategy used by PT. Grab in Indonesia. The research method used is qualitative. Based on the results of the study, it was concluded that the pricing strategy carried out by Grab could be seen in Satisfaction-Based Pricing, Relationship Pricing, and Efficiency Pricing, where there are different pricing according to regional zones and also applies the shipping price. In addition, there are discounts and pricing bundling where customers can receive lower prices than the regular price for each service offered. Grab also uses pricing based on opportunistic i.e. charging higher fares at vulnerable times.

Keywords: Pricing Strategy, Grab