Griyanet Academy
analytics

Module 2: Price Elasticity

PED Module

Price Elasticity of Demand

Understanding how price changes affect consumer demand, revenue, and business strategy.

functionsDefinition & Formula

Price Elasticity of Demand (PED) measures how responsive the quantity demanded is to a change in price. It's a crucial metric for pricing decisions.

PED = % Change in Quantity Demanded
% Change in Price

Quick Example:If the price of a coffee rises by 10% and the quantity sold drops by 20%:
PED = -20% / 10% = -2.0
Note: We often look at the absolute value (|PED| = 2). Since 2 > 1, this is Elastic.

show_chartVisualizing Elasticity

Select a type to see the curve:

Unit Elastic (|PED| = 1)

Proportional change. Revenue stays constant as price changes.

PriceQuantity0

tuneFactors Affecting Elasticity

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Substitutes

More substitutes = More Elastic. Easy to switch? Customers will leave if prices rise.

water_drop

Necessity vs. Luxury

Necessities (medicine, water) are Inelastic. Luxuries (vacations) are Elastic.

account_balance_wallet

Proportion of Income

Big ticket items (% of budget) are Elastic. Cheap items (salt) are Inelastic.

schedule

Time Horizon

Demand becomes More Elastic over time as consumers find alternatives.

loyalty

Brand Loyalty

Strong brand loyalty makes demand More Inelastic. Customers stick with favorites.

translatePenjelasan dalam Bahasa Indonesiaexpand_more

Elastisitas harga permintaan (price elasticity of demand, PED) mengukur seberapa peka jumlah permintaan terhadap perubahan harga. Rumusnya: PED = persentase perubahan jumlah permintaan dibagi persentase perubahan harga. Konsep ini menentukan apakah kenaikan harga akan menambah atau justru menurunkan pendapatan, sehingga menjadi dasar setiap keputusan pricing.

  • check_circlePermintaan elastis (|PED| > 1): kurva lebih datar; konsumen sangat peka sehingga sedikit menurunkan harga bisa melonjakkan jumlah terjual.
  • check_circlePermintaan inelastis (|PED| < 1): kurva lebih curam; perubahan harga besar hanya sedikit mengubah jumlah yang dibeli.
  • check_circleUnit elastic (|PED| = 1): perubahan harga sebanding dengan perubahan jumlah sehingga pendapatan total tetap.
  • check_circleFaktor penentu elastisitas: ketersediaan substitusi, kebutuhan vs kemewahan, porsi pendapatan, horizon waktu, dan loyalitas merek.
  • check_circleContoh cepat: harga kopi naik 10% dan penjualan turun 20%, maka PED = -20%/10% = -2,0 (elastis).

helpPertanyaan Umum (FAQ)

Apa itu elastisitas harga permintaan?

Elastisitas harga permintaan (PED) mengukur seberapa besar perubahan jumlah yang diminta akibat perubahan harga, dihitung dengan membagi persentase perubahan jumlah dengan persentase perubahan harga. Nilai absolut di atas 1 berarti elastis, di bawah 1 berarti inelastis.

Bagaimana cara menghitung PED?

Bagi persentase perubahan jumlah permintaan dengan persentase perubahan harga. Misalnya harga naik 10% dan jumlah terjual turun 20%, maka PED = -2,0; karena nilai absolutnya lebih dari 1, permintaan dikatakan elastis.

Kapan sebaiknya harga diturunkan atau dinaikkan?

Bila permintaan elastis, penurunan harga kecil dapat meningkatkan pendapatan secara signifikan. Bila inelastis, kenaikan harga justru menaikkan pendapatan dengan sedikit kehilangan volume, sehingga strategi harga premium lebih cocok.

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lightbulbStrategic Application

If Demand is Elastic...

  • trending_downSmall price cuts can significantly increase revenue.
  • starsFocus on competitive positioning and added value.
  • warningAvoid aggressive price hikes; customers will leave.

If Demand is Inelastic...

  • trending_upPrice increases generate more revenue with little volume loss.
  • diamondPremium pricing strategies work well.
  • verifiedFocus on quality differentiation rather than price wars.