Pricing Dengan Mempertimbangkan Risiko Online Channel Dalam Dual Channel-Supply Chain

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 > (S2) Master Theses
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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