Abstract
The increase in plastic prices as packaging materials and rising production costs have become challenges for snack food Micro, Small, and Medium Enterprises (MSMEs) in determining product selling prices. This study aims to analyze the effects of increasing plastic prices and production costs on product selling prices, both partially and simultaneously. This study employed a quantitative method with an associative approach. The population consisted of 280 MSMEs assisted by the Department of Cooperatives, Small and Medium Enterprises, Industry, and Trade of Serang City. Based on purposive sampling, 100 MSMEs that met the established criteria were selected as the research sample. Data were collected through questionnaires and analyzed using IBM SPSS Statistics version 26. The results showed that increasing plastic prices had a positive and significant effect on product selling prices, with a significance value of 0.000. Production costs also had a positive and significant effect on product selling prices, with a significance value of 0.020. Simultaneously, increasing plastic prices and production costs had a positive and significant effect on product selling prices, with a significance value of 0.000. The coefficient of determination was 0.395, indicating that the two independent variables explained 39.5% of the variation in product selling prices, while the remaining 60.5% was influenced by other factors outside this study.