Analisis Program Rebate-for-review Pada Platform E-commerce Dengan Mempertimbangkan Persaingan Produk Store Brand Dan National Brand

Handono, Kevin Putra (2025) Analisis Program Rebate-for-review Pada Platform E-commerce Dengan Mempertimbangkan Persaingan Produk Store Brand Dan National Brand. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Dalam ekosistem e-commerce yang kompetitif, retailer tidak hanya menjual produk national brand, tetapi juga mengembangkan produk store brand untuk meningkatkan profitabilitas dan mengurangi ketergantungan pada brander. Salah satu strategi yang digunakan adalah program rebate-for-review, yaitu pemberian insentif kepada konsumen yang memberikan review sebagai upaya meningkatkan daya saing produk store brand. Penelitian ini bertujuan untuk menganalisis efektivitas program rebate-for-review dalam dua skema penjualan, yaitu wholesale selling dan agency selling, dengan pendekatan analitis berbasis game theory antara dua pengambil keputusan: retailer dan brander. Model mempertimbangkan keputusan harga, rebate, dan dampak word-of-mouth (WOM) terhadap permintaan. Strategi optimal ditentukan melalui pendekatan backward induction, dan empat konfigurasi strategi dianalisis untuk mengevaluasi dampaknya terhadap profitabilitas. Hasil penelitian menunjukkan bahwa variasi biaya akuisisi store brand dan pengaruh review secara signifikan memengaruhi hasil equilibrium, terutama dalam hal demand, harga jual, dan jumlah review. Program rebate-for-review terbukti paling efektif pada kondisi biaya akuisisi sedang hingga tinggi serta saat pengaruh review kuat. Skema penjualan juga memengaruhi besaran rebate optimal. Pada wholesale selling, nilai rebate lebih tinggi karena fleksibilitas retailer lebih besar, sementara pada agency selling, nilai rebate terbatas akibat kendali harga yang dipegang brander. Temuan ini memberikan wawasan strategis bagi retailer dalam mengelola persaingan produk dan memaksimalkan profit di platform e-commerce.
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In today’s competitive e-commerce ecosystem, retailers not only sell national brand products but also develop store brand products as a strategy to boost profitability and reduce reliance on branders. One marketing approach used to increase the competitiveness of store brands is the rebate-for-review program, which offers incentives to consumers who leave product reviews. This study aims to analyze the effectiveness of the rebate-for-review program under two selling schemes: wholesale selling and agency selling, using an analytical approach based on game theory involving two decision-makers—retailers and branders. The model incorporates pricing decisions, rebates, and the impact of word-of-mouth (WOM) on product demand. Optimal strategies are determined using backward induction, and four strategic configurations are evaluated to assess their impact on profitability. The results indicate that variations in store brand unit acquisition cost and review influence significantly affect the equilibrium outcomes, particularly in terms of demand, pricing, and the number of reviews. The rebate-for-review program is most effective when unit acquisition cost are moderate to high or when review influence is strong. The choice of selling scheme also impacts the optimal rebate level: wholesale selling leads to higher rebate values due to greater pricing flexibility for the retailer, while agency selling offers less flexibility as pricing is controlled by the brander. These findings provide strategic insights for retailers in managing product competition and maximizing profitability in e-commerce platforms.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Rebate-for-review, Store brand, National brand, E-commerce, Pricing Strategy
Subjects:	Q Science > QA Mathematics > QA269 Game theory Q Science > QA Mathematics > QA401 Mathematical models.
Divisions:	Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Kevin Putra Handono
Date Deposited:	29 Jul 2025 04:31
Last Modified:	29 Jul 2025 04:31
URI:	http://repository.its.ac.id/id/eprint/123219

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