Analisis Persaingan Industri Plakat Berizin Di Kota Pekanbaru

Abstract

This research aims to determine the business competition of licensed plaque industri in Pekanbaru City. The approach method used in this research is descriptive and quantitative approach. The types of data used in this research are primary and secondary data. Where primary data is obtained directly from respondents through interviews, questionnaires, documentation. While secondary data is obtained through government agencies such as the Pekanbaru City Statistics Agency and the Pekanbaru City Industri and Trade Office. The analysis method used MS, CR4, IHH, PCM and XEF, a population of 17 plaque industri businesses and the entire population was sampled using the census method. The results showed that the market structure of the plaque industri in Pekanbaru City is an oligopoli market with the highest Market Share (MS) of 20.24% and the lowest Market Share (MS) of 0.85%, with a CR4 value of 55.13% and an IHH value of 1007.52%. Then the behavioral analysis of the pricing strategy carried out by business actors in the plaque industri is a competitive pricing strategy which includes relative pricing and follow-the leader pricing strategies. For the behavior of non-price strategies, business actors in marketing their products have used digital marketing techniques and some have used word of mouth (WOM) strategies. For the performance of the plaque industri calculated based on PCM, it shows that profits are not influenced by the strength of market share with an average value of 47.808%, where the highest PCM value is 71.318% and the lowest PCM value is 71.318%, where the highest PCM value is 71.318% and the lowest PCM value is 34.762%. For the average XEF value of 100.456%, where the highest XEF value is 248.650% and the lowest XEF value is 53.285%.