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The purpose of the study was to determine the form of pricing strategy, the implementation of pricing strategy and the implications of the bidding pricing strategy to win the tender at PT. Vidya Radeva Artha. The research methodology used a descriptive qualitative method, with observation, interview, and documentation data collection techniques. The results of this study consist of three important points, namely: The form of the bidding pricing strategy to win the tender at PT. Vidya Radeva Artha, namely the cost-plus pricing strategy, the value-based pricing strategy, and the penetration pricing strategy (low pricing). The process of the bidding pricing strategy to win the tender at PT. Vidya Radeva Artha is from the cost of goods added to other costs which are then carried out by increasing the profit margin by 10% -60%. The implications of the cost-based pricing strategy are carried out for middle-type tenders, namely tenders with quantities that are neither large nor small, the cost-based pricing strategy is carried out for special custom tenders from PT. Trakindo, namely tenders with quantities that are not large but are certain to win the tender, and finally the penetration pricing strategy is carried out for consumer goods tenders with quantities that are large compared to other tenders.

MSMEs have contributed 60.34% of Indonesia's gross domestic product (GDP). This number is spread throughout Indonesia. MSMEs have a very important role in the economic sector in Indonesia. Bumiayu's konyol noodle SMEs in the last 1 year decreases their sales because of Indonesia's economic situation which has not fully recovered after the co-19 disaster. The demand for konyol noodles has decreased in the last year due to rising prices of raw materials and supporting materials and also because of increasing fuel prices. This study analyzes the effect of penetration pricing and consumer motivation on purchasing decisions for Bumiayu’s konyol noodle. A sample are 97 respondents who have used MSME products at least twice, was tested using a questionnaire and analyzed through multiple linear regression. The result is that penetration pricing and consumer motivation have a positive effect on purchasing decisions for Bumiayu silly noodle products. The implications of the results of this study are as a basis for determining strategies that can increase sales and profits of mi konyol Bumiayu.