Strategi Penentuan Harga Menggunakan Metode Perancangan Eksperimen Pada Rantai Pasok Online/Offline Mempertimbangkan Teori Permainan Kooperatif

Pramudya, Gardhika (2024) Strategi Penentuan Harga Menggunakan Metode Perancangan Eksperimen Pada Rantai Pasok Online/Offline Mempertimbangkan Teori Permainan Kooperatif. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penetapan harga dalam rantai pasokan online dan offline menjadi semakin penting karena produsen menggunakan kedua saluran untuk memenuhi kebutuhan pelanggan dan meningkatkan efisiensi. Penelitian ini bertujuan merancang eksperimen efektif untuk menetapkan harga pengecer offline dan online sebagai variabel bebas, dengan keuntungan sebagai variable respons. Desain eksperimen yang digunakan adalah Central Composite Design (CCD) dengan rotatabilitas 1,414. Harga offline berkisar antara Rp 16.000 hingga Rp 22.000, sementara harga online antara Rp 20.000 hingga Rp 26.000. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan perangkat lunak Design Expert V.13 untuk membentuk model regresi orde kedua, yang dievaluasi dengan uji hipotesis dan analisis ragam (ANOVA). Model kontur dan tiga dimensi digunakan untuk menemukan nilai optimal global. Optimasi dilakukan dengan pemrograman nonlinear menggunakan teori permainan kooperatif untuk memaksimalkan keuntungan secara simultan di kedua jalur. Hasilnya, keuntungan maksimal diperoleh dengan menetapkan harga online Rp 24.480,42 dan harga offline Rp 16.000, menghasilkan keuntungan sebesar Rp 27.653.341.242,18. Penelitian ini menunjukkan pentingnya strategi harga yang holistik dan optimal, yang mempertimbangkan dampak lintas saluran, untuk memaksimalkan keuntungan dan menjaga kepuasan serta loyalitas konsumen di kedua jalur.
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Pricing in online and offline supply chains has become increasingly important as manufacturers use both channels to meet customer needs and improve efficiency. This study aims to design an effective experiment to set offline and online retailer prices as independent variables, with profit as the response variable. The experimental design used is Central Composite Design (CCD) with a rotatability of 1.414. Offline prices range from Rp 16,000 to Rp 22,000, while online prices range from Rp 20,000 to Rp 26,000. Data was collected through questionnaires and analyzed using Design Expert V.13 software to create a second-order regression model, which was evaluated using hypothesis testing and analysis of variance (ANOVA). Contour and three-dimensional models were used to find the global optimal values. Optimization was performed using nonlinear programming with cooperative game theory to simultaneously maximize profits in both channels. The results showed that the maximum profit is obtained by setting the online price atRp 24,480.42 and the offline price at Rp 16,000, resulting in a profit of Rp27,653,341,242.18. This study highlights the importance of a holistic and optimal pricing strategy that considers cross-channel impacts to maximize profits and maintain customer satisfaction and loyalty in both channels.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Pricing Strategy, Experimental Design Method, Online and Offline Supply Chain, Cooperative Game Theory
Subjects:	Q Science > QA Mathematics > QA269 Game theory Q Science > QA Mathematics > QA401 Mathematical models.
Divisions:	Faculty of Science and Data Analytics (SCIENTICS) > Mathematics > 44101-(S2) Master Thesis
Depositing User:	Gardhika Pramudya Stefanus
Date Deposited:	10 Aug 2024 15:22
Last Modified:	26 Aug 2024 02:42
URI:	http://repository.its.ac.id/id/eprint/114283

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