Examining predatory pricing strategies: moderation of entrepreneurial orientation and intellectual capital on the impact of competitive pressures

Ni Made Rai JUNIARIANI; I Putu Mega Juli Semara  PUTRA

doi:10.38142/jogta.v4i3.1755

Authors

Ni Made Rai JUNIARIANI Warmadewa University, Indonesia
I Putu Mega Juli Semara PUTRA Warmadewa University, Indonesia

DOI:

https://doi.org/10.38142/jogta.v4i3.1755

Keywords:

Competitive Pressure, Entrepreneurial Orientation, Intellectual Capital, Predatory Pricing

Abstract

The study aims to analyze the moderation of intellectual capital and entrepreneurial orientation on the effect of the competitive pressure towards predatory pricing in e-commerce. The study applies quantitative research involving the assistance of the SmartPLS application to review the hypothesis of the study. The data is collected by using a questionnaire survey distributed to the businessman who promote their products in E-commerce and random sampling is applied in the study for the data collection. The research results have successfully proven the proposed hypothesis and support the applied theory in the study. On the other hand, intellectual capital has a negative moderating effect. Therefore, the greater the entrepreneur's intellectual capital, the lower their willingness to utilize predatory pricing strategies to overcome competitive pressure. However, entrepreneurial orientation is unable to moderate the effect of competitive pressure on predatory pricing. This research is for business actors, especially those who market their products through online shops, to be better prepared and maximize themselves in running their business because in this dynamic environment, competitive pressure greatly affects business continuity. The results of the study completing related literature on competitive pressure, especially the ones occur among the businessman in e-commerce industry.

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