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Abstract

Large companies have the financial power to play a price strategy so it can threaten the existence of small companies. In this case, the government implements a minimum price policy to protect small entrepreneurs from unfair price competition. This paper aims to determine the correlation between implementing the minimum price policy and the price strategy in the cigarette industry. Using panel data of DJBC market transaction price survey for 2015-2019 period covering 199 cigarette brands in 25 Indonesian provinces and random effect model, the study found that the implementation of the minimum price policy (HTP 85%) is significantly correlated with price strategy.

Bahasa Abstract

Perusahaan besar mempunyai kekuatan finansial untuk memainkan strategi harga sehingga dapat mengancam eksistensi perusahaan kecil dalam pasar. Dalam hal ini, Pemerintah menerapkan kebijakan harga minimum untuk melindungi pengusaha kecil dari persaingan harga yang tidak sehat. Artikel ini bertujuan untuk mengetahui korelasi implementasi kebijakan harga minimum terhadap strategi harga di industri rokok. Dengan menggunakan data panel berupa survei harga transaksi pasar DJBC periode 2015–2019 yang meliputi 199 merek rokok di 25 wilayah provinsi Indonesia dan random effect model, hasil studi ini menemukan bahwa implementasi kebijakan harga minimum (HTP 85%) secara signifikan berkorelasi positif terhadap selisih harga pada semua jenis dan golongan rokok.

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