Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 11 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

STRUKTUR PASAR PERSAINGAN MONOPOLISTIK DAN STRATEGI PENETAPAN HARGA STARBUCKS DI INDONESIA: TINJAUAN EKONOMI MIKRO

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  • Ela Fitriani,
  • Siswohadi
Ela Fitriani
S1 Manajemen, Ekonomi dan Bisnis, STIE PEMUDA, Kota Surabaya, Indonesia
Siswohadi
S1 Manajemen, Ekonomi dan Bisnis, STIE PEMUDA, Kota Surabaya, Indonesia

Published 2026-10-31

Keywords

  • Persaingan Monopolistik,
  • Diferensiasi Produk,
  • Penetapan Harga,
  • Diskriminasi Harga,
  • Starbucks

How to Cite

STRUKTUR PASAR PERSAINGAN MONOPOLISTIK DAN STRATEGI PENETAPAN HARGA STARBUCKS DI INDONESIA: TINJAUAN EKONOMI MIKRO. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(11). https://journal.cib.institute/index.php/musytari/article/view/5994

Abstract

Starbucks menetapkan harga jauh di atas kedai kopi lokal, tetapi gerainya tetap ramai. Penelitian ini menjelaskan struktur pasar tempat Starbucks beroperasi dan strategi penetapan harganya dengan konsep ekonomi mikro. Metode yang dipakai adalah studi kasus kualitatif di gerai Gading Festival, Jakarta Utara, dengan data observasi harga tiga menu dari aplikasi Starbucks, perbandingan dengan satu kedai pembanding, dan wawancara lima konsumen. Hasil menunjukkan bahwa pasar kedai kopi paling sesuai digolongkan sebagai persaingan monopolistik. Starbucks memakai diferensiasi produk dan pengalaman, penetapan harga berdasarkan ukuran dengan harga per mililiter turun 30 sampai 42 persen dari ukuran Tall ke Venti (diskriminasi harga tingkat kedua), serta program keanggotaan. Bila harga naik sekitar 10 persen, empat dari lima responden tetap bertahan dengan menyesuaikan frekuensi atau ukuran pembelian, dan satu berpindah kedai. Temuan ini merupakan gambaran kasus dan tidak dapat digeneralisasi.
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