Analisis Karakteristik Persaingan Industri Semen Di Indonesia Dan Pricing Strategy PT X Jawa Timur Varian Bag Dengan Menggunakan Log Linear Regression Technique

Wardhani, Dwika Puspa (2017) Analisis Karakteristik Persaingan Industri Semen Di Indonesia Dan Pricing Strategy PT X Jawa Timur Varian Bag Dengan Menggunakan Log Linear Regression Technique. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Setiap wilayah pemasaran memiliki karakteristik persaingan yang berbeda, yang dipengaruhi oleh jumlah produsen yang memasarkan produknya di wilayah tersebut dan lokasi pabrik dari produsen semen. Untuk menghadapi persaingan yang semakin ketat serta mencapai target penjualan dan pendapatannya, setiap produsen semen memiliki pricing strategy-nya masing-masing. Sebagai salah satu produsen besar di industri Semen, PT X Jawa Timur juga memiliki target penjualan dan pendapatan yang harus dicapai, namun total penjualan dan total pendapatan bersifat trade off, sehingga diperlukan strategi yang tepat. Dalam penelitian ini digunakan log-linear regression technique untuk mengestimasi parameter dalam melakukan perhitungan market share. Selanjutnya akan dilakukan what-if analysis untuk mengevaluasi pricing strategy yang tepat dalam menghadapi perubahan harga dari kompetitor. Pricing strategy akan sangat dipengaruhi oleh koefisien harga dari setiap wilayah. Apabila koefisien bernilai positif, maka strategi terbaik adalah dengan menaikkan harga sebesar 5% per tahun. Apabila koefisien harga bernilai negatif, maka strategi terbaik adalah dengan menurunkan harga sebesar 5% per tahun. ================================================================================================================== Every area has different competition characteristics. That competition characteristic is affected by number of manufacturers that sell their products in that region and the location of the cement manufacturer factory. To deal with that competition and to achieve their sales and revenues target, each cement manufacturer has its pricing strategy. As on of the biggest manufacturer in cement industry, PT X Jawa Timur also has its sales and revenues target, but total sales is trade off of total revenues, so it requires the right strategy to achieve both of that. This study use log-linear regression technique to estimate the parameters of the market share calculation. Furthermore, using what-if analysis, the right pricing strategy will evaluated to face the price change of competitors. Pricing strategy will be strongly influenced by the price coefficient of each region. If price coefficient is positive, then the best strategy is increasing the price 5% per year. If coefficient price is negative, then the best strategy is decreasing the price 5% per year.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Semen, Market Share, Pricing Strategy, Log-Linear Regression Technique, What-If Analysis, Cement
Subjects: H Social Sciences > HB Economic Theory > Economic forecasting--Mathematical models.
H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making
Divisions: Faculty of Industrial Technology > Industrial Engineering > (S1) Undergraduate Theses
Depositing User: - DWIKA PUSPA WARDHANI
Date Deposited: 10 Apr 2017 08:10
Last Modified: 27 Dec 2017 08:26
URI: http://repository.its.ac.id/id/eprint/3206

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