Nurmaram, Putri Nida (2015) Pricing Dengan Mempertimbangkan Risiko Online Channel Dalam Dual Channel-Supply Chain. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Era globalisasi mendorong berkembangnya sistem dual-channel supplychain
(DCSC). Sistem ini memungkinkan manufaktur untuk mendistribusikan
produk melalui retailer maupun fasilitas online secara simultan. Sistem DCSC
memberikan manfaat peningkatan volume penjualan dan market reach secara
bersamaan kepada entitas bisnis yang menerapkannya. Namun, disamping
manfaat, DCSC juga memiliki konsekuensi operasional berupa risiko, terutama
risiko yang timbul dari online channel.
Salah satu cara yang dapat dilakukan untuk mengefektifkan DCSC
adalah dengan penerapan pricing yang komprehensif. Pricing digunakan untuk
menentukan harga jual optimal untuk tiap entitas/channel dan memaksimalkan
keuntungan dari sudut pandang channel secara individu maupun dari sudut
pandang DCSC sebagai suatu sistem.
Keputusan pricing merupakan keputusan yang melibatkan banyak
pertimbangan. Ada beberapa penelitian yang mencoba mengakomodasi beberapa
hal penting dalam model yang diusulkan. Namun, hanya sedikit penelitian yang
menaruh perhatian pada masalah risiko. Adanya keterlibatkan beragam risiko dan
konsekuensi yang cukup kompleks, khususnya pada online channel, membuat
permasalahan risiko ini menarik untuk diteliti. Penelitian ini memodelkan
kebijakan pricing yang mempertimbangkan risiko. Risiko-risiko seperti sales
return, perpindahan demand akibat lead time pada online sales, penerapan cash on
delivery (COD) dan customer acceptance kepada channel online adalah problem
yang menarik untuk diamati lebih mendalam.
Hasil percobaan numerik dari model yang dikembangkan menunjukkan
bahwa harga jual produk pada online channel menjadi lebih tinggi pada model
yang mempertimbangkan risiko. Namun demikian, harga jual online channel yang
lebih tinggi ini akan lebih menguntungkan pada konkondisi dimana tingkat
penerimaan konsumen pada online channel sangat rendah. ========== The globalization era encourages the adoption of dual-channel supplychain
(DCSC). This system enables manufacturing for distributing products
through retailers and facilities online simultaneously. DCSC system offers
benefits in term of increasing both sales volume and market reach to business
entities. However, DCSC also brings a number challenges such as operational
risk, especially in online channel.
One way that can be done to make DCSC effective is the implementation
of comprehensive pricing. Pricing is used to determine the optimum selling price
for each entity/channels and to maximize profits from the channel perspective as
an individual and from the DCSC point of view as a system.
Pricing decision is a step that involves many considerations. There are
some researches which tryied to accommodate some important issues by
proposing related models. However, only few of them drew attention to the risk.
The various risks and consequences that quite complex, especially in online
channel. Risk problems in DCSC are very interesting to be observed. The risks
such as sales return, lead time in online sales, application of cash on delivery
(COD) and customer acceptance to channel online are problems which are
interesting to observe deeply. Thus, in this research proposes a model
accommodating the calculation of risk in online channel to determine a more
comprehensive selling prices in DCSC system.
The results showed, the model with considering the risks of online
channel makes the selling price of the product on the online channel above the
price of the online channel on the model without considering the risks. In
addition, it is known that the model with the risks consideration more favorable if
the level of consumer acceptance to online channel is very low.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTI 658.87 Nur p |
| Uncontrolled Keywords: | dual-channel supply-chain, pricing, risk |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce > HF5416.5 Pricing |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis |
| Depositing User: | - Davi Wah |
| Date Deposited: | 18 Mar 2019 08:30 |
| Last Modified: | 18 Mar 2019 08:30 |
| URI: | http://repository.its.ac.id/id/eprint/62526 |
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