Studi Pengaruh Dual-Sales Channel Terhadap Rantai Pasok: Sebuah Pendekatan Simulasi Berbasis Agen

Rooseta, Evy Agnessylviana (2024) Studi Pengaruh Dual-Sales Channel Terhadap Rantai Pasok: Sebuah Pendekatan Simulasi Berbasis Agen. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Strategi penjualan yang berkembang saat ini adalah dual-sales channel. Pada strategi ini, memungkinkan manufacturer tidak hanya menjual melalui tradisional retailer, tetapi juga menyediakan direct sales channel kepada customer melalui online store. Strategi dual-sales channel tidak hanya menarik bagi manufacturer tetapi juga bagi retailer. Tujuan dari setiap saluran adalah menarik customer pada masing-masing saluran penjualan, sehingga kompetisi terjadi antara saluran penjualan. Customer memperoleh keuntungan dengan tersedianya beragam pilihan saluran penjualan, dalam pemilihannya customer memiliki berbagai faktor. Hasil penelitian yang beragam menunjukkan bahwa kondisi ini sulit di prediksi. Selain itu, kompleksitas interaksi yang terjadi antar anggota rantai pasok yang mendorong penelitian ini menggunakan pendekatan Agent-based Modelling. Penelitian ini melakukan studi pengaruh dual-sales channel terhadap rantai pasok dengan menggabungkan struktur penjualan yang dimiliki manufacturer dan retailer menggunakan software NetLogo. Terdapat tiga skenario yang dikembangkan pada penelitian ini, yang membedakan dari masing-masing skenario adalah ketersediaan saluran penjualan. Skenario pertama manufacturer menyediakan online store dan retailer menyediakan brick-and-mortar store. Skenario kedua retailer mengembangkan saluran penjualannya dengan menyediakan online store. Skenario ketiga retailer menghapus brick-and-mortar store dan hanya menyediakan online store. Bagi manufacturer, retailer dengan satu saluran penjualan lebih menguntungkan. Sedangkan bagi retailer, pengembangan terhadap saluran penejualannya memberikan keuntungan yang lebih baik. Preferensi customer yang menggambarkan kecenderungan customer terhadap salah satu saluran penjualan, kondisi customer yang melakukan evalusai dan kondisi pemberian loyalty/reward yang dipertimbangkan untuk mengamati perubahan yang terjadi. Berdasarkan hasil yang diperoleh, beberapa hal yang dipertimbangkan mempengaruhi permintaan dan pendapatan yang diterima pada setiap saluran. Pengembangan yang dilakukan retailer dengan menambahkan online store sebagai saluran penjualan meningkatkan pendapatan yang dimiliki, namun menurunkan kinerja rantai pasok. Karena terjadi stockout, pemenuhan permintaan pada struktur saluran tersebut lebih kecil jika dibandingkan pada struktur saluran penjualan lain. Sehigga salah satu hal penting yang perlu diperhatikan retailer adalah persediaan. Selain itu, model ini juga membandingkan pendapatan yang diperoleh ketika retailer menyediakan traditional store atau online store. Pendapatan yang diperoleh tidak berbeda jauh, sehingga ketika preferensi customer seluruhnya mengarah kepada saluran penjualan online penutupan traditional store disarankan untuk mengurangi biaya operasional
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The sales strategy that is currently developing is dual-sales channel. This strategy allows manufacturers to not only sell through traditional retailers, but also provide direct sales channels to customers through online stores. A dual-sales channel strategy is not only attractive to manufacturers but also to retailers. The goal of each channel is to attract customers to each sales channel, so that competition occurs between sales channels. Customers benefit from the availability of various sales channel options, in selecting which customers have various factors. Various research results show that this condition is difficult to predict. Apart from that, the complexity of interactions that occur between supply chain members is what drives this research to use an Agent-based Modeling approach. This research studies the influence of dual-sales channels on the supply chain by combining the sales structures of manufacturers and retailers using NetLogo software. There are three scenarios developed in this research, what differentiates each scenario is the availability of sales channels. The first scenario is that the manufacturer provides an online store and the retailer provides a brick-and-mortar store. The second scenario is that the retailer develops its sales channels by providing an online store. The third scenario is that retailers eliminate brick-and-mortar stores and only provide online stores. For manufacturers, retailers with one sales channel are more profitable. Meanwhile, for retailers, developing their sales channels provides better profits. Customer preferences which describe the customer's tendency towards one sales channel, the conditions of the customer being evaluated and the conditions for giving loyalty/rewards that are considered to observe changes that occur. Based on the results obtained, several things are considered that influence the demand and income received on each channel. Developments carried out by retailers by adding online stores as sales channels increase their income, but reduce supply chain performance. Because stockouts occur, demand fulfillment in this channel structure is smaller compared to other sales channel structures. So one of the important things that retailers need to pay attention to is inventory. Apart from that, this model also compares the revenue obtained when retailers provide traditional stores or online stores. The income obtained is not much different, so when customer preferences are all directed towards online sales channels, closing traditional stores is recommended to reduce operational costs

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	dual-sales channel, struktur saluran penjualan, kompetisi, agent-based simulation, dual-sales channel, sales channel structure, competition, agent-based simulation
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User:	EVY AGNESSYLVIANA ROOSETA
Date Deposited:	28 Jul 2024 13:34
Last Modified:	28 Jul 2024 13:34
URI:	http://repository.its.ac.id/id/eprint/109145

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