THE EFFECT OF SELLING PRICE SETTING ON VEGETABLE SALES

The importance of nutrients in vegetables for the human body to meet the needs of minerals and vitamins. Indonesian people can meet their needs for vegetables with a variety of vegetable choices at varying prices. This study aims to determine the method of determining the selling price of vegetables and the effect of price determination on the number of sales of vegetable retailers at the Pulau Baai Market in Bengkulu City. The research method used is a qualitative and quantitative method. The selection of respondents used the census method totaling 28 people. The analysis used in this study is descriptive analysis and simple linear regression. The results of the study showed that vegetable retailers at the Pulau Baai Market in Bengkulu City used the (mark up pricing) method in determining prices, where the average mark up value for cabbage was IDR 3,096 / Kg, tomatoes IDR 2,378 / Kg, carrots IDR 3,453 / Kg, Chinese cabbage IDR 2,685 / Kg, spinach IDR 721 / Kg, and kale IDR 255 / Kg and vegetables whose pricing affects the number of sales are Chinese cabbage and kale. Meanwhile, the determination of selling prices that do not affect the amount of sales are cabbage, tomatoes, carrots and spinach.