Page 251 - Proceeding The 2nd International Seminar of Science and Technology : Accelerating Sustainable Innovation Towards Society 5.0

nd
The 2 International Seminar of Science and Technology
“Accelerating Sustainable innovation towards Society 5.0”
ISST 2022 FST UT 2022
Universitas Terbuka
Tuna is a type of fish with high protein content and low fat. Tuna fish
contains protein between 22.6 to 26.2 g/100g meat, and fat between
0.2 to 2.7 g/100g meat. In addition, tuna contains minerals, iron,
calcium, sodium, and phosphorus, vitamin A (retinol) and vitamin B
[6].
1.1 Price Theory
According to Philip Kotler [14] and Susanto in Rohmah [12], price is
the only element of the marketing mix that generates revenue, other
elements generate costs. Price is also one of the most flexible
marketing mixes; prices can be changed quickly, unlike product
displays and distribution agreements. According to Hazmi [4], states
that demand is various quantities of goods and services demanded at
various price levels at certain times and places. The determinants of
demand: 1) The price of the good itself; 2) The price of other goods
that are closely related to the item; 3) The distribution pattern of
people's income; 4) The taste of the community; 5) The number of
residents; and 6) Forecasting about future conditions.
The Law of Demand "The lower the price level of an item, the more
the item demanded, and conversely, the higher the price level of an
item, the less demand for that item (catteries paribus)". While supply
(supply) is the amount of goods and services sold at various price
levels at a certain time and place. The determinants of supply: 1) The
price of the good itself; 2) The price of other goods; 3) The cost of
production; 4) The company's operating objectives; and 5) The level
of technology used Law of Supply "The higher the price level of an
item, the more the number of goods offered, assuming catteries
paribus" [4].
1.2 Marketing Theory
Marketing is a total system of business activities designed to plan,
determine prices, promote, and distribute goods that can satisfy wants
and achieve target markets and company goals [10]. There are 5
elements in a marketing strategy, namely (1) market determination,
(2) product planning, (3) price management, (4) distribution, (5)
communication and promotion [13].

ISST 2022 – FST Universitas Terbuka, Indonesia 221
International Seminar of Science and Technology “Accelerating Sustainable
Towards Society 5.0