Tuna Satak, Bathi Sanak: Bukan Predatory Pricing

Abstract

The marketing strategy known as "Tuna Satak, Bathi Sanak" is a business approach that emphasizes the importance of building long-term relationships with customers and the community, rather than merely pursuing short-term profits. This differs from predatory pricing, where companies set extremely low prices temporarily with the intent of driving competitors out of the market. "Tuna Satak, Bathi Sanak" promotes values of mutual benefit and togetherness.

This study aims to identify and analyze the fundamental differences between "Tuna Satak, Bathi Sanak" and predatory pricing, as well as to examine their impact on business sustainability and customer loyalty. The research method employed is a case study of several companies in Indonesia that have implemented this strategy, using a qualitative approach through in-depth interviews and participatory observation.

The results show that "Tuna Satak, Bathi Sanak" enhances customer trust and loyalty, fosters closer ties between companies and their communities, and encourages more sustainable business growth. On the other hand, predatory pricing tends to cause market instability and damages long-term customer relationships.

In conclusion, the "Tuna Satak, Bathi Sanak" strategy is not only significantly different from predatory pricing but also offers greater long-term benefits for both companies and the communities they serve. This research provides valuable insights for business practitioners and academics to consider more ethical and sustainable approaches in their marketing strategies.

Keywords: Tuna Satak Bathi Sanak, predatory pricing, marketing strategy, customer loyalty, business sustainability.