This study aims to find the formulation of the concept of selling price based on cultural values found in the fishing community in the Tomini Bay area. This research is in the realm of qualitative research. The sites in this study are located in the Tomini Bay Area in Bongo Village, in Customs and Huangobotu Village. Data collection techniques were carried out through observation and interviews. This study uses an ethnomethodological approach through the stages of analysis: data reduction, data presentation, indexicality, reflexivity and drawing conclusions. The results of this study found that the elements contained in the selling price concept are not always material oriented. The concept of selling price implemented by fishermen in Tomini Bay contains cultural elements that are used as a reference. The value of compliance and heluma are an integral part of the price formation process. The value of compliance with the price element is interpreted as the efforts of Tomini Bay fishermen in building synergies now and in the future so that sustainable cooperation can be established. In addition, mutual welfare and the establishment of brotherly ties between communities are an important part of the concept of profit contained in the selling price.