Kartikaningtyas, Dela Safitri (2015) Analisis Penetapan Harga Dengan Mempertimbangkan Keberadaan Produk Substitusi Pada Dual Channel Supply Chain (Studi Kasus: Klastik Shoes). Undergraduate thesis, Institut Technology Sepuluh Nopember.
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Abstract
Teknologi informasi dan internet yang semakin berkembang pesat telah mengubah kebiasaan konsumen dalam berbelanja. Peluang ini, membuat perusahaan mulai menerapkan penjualan secara direct channel (melalui online facility) bersamaan dengan penjualan konvensional (melalui offline facility) yang sebelumnya telah ada. Ide ini kemudian disebut sebagai konsep Dual Channel Supply Chain (DCSC).
Disisi lain, keberadaan produk substitusi dalam sebuah bisnis sudah tidak asing lagi. Beberapa perusahaan akhirnya menyediakan produk substitusi bagi produknya untuk mencegah terjadinya kehilangan penjualan ketika produk tersebut tidak ada. Harapannya dengan tersedianya produk susbstitusi, konsumen akan membeli produk substitusi ketika produk yang konsumen inginkan tidak ada.
Salah satu perusahaan yang menerapkan konsep DCSC dan menyediakan produk substitusi bagi produknya yaitu Klastik Shoes. Klastik Shoes tetap ingin menjaga eksistensi kedua channel penjualan dan memaksimalkan profit yang didapatkan pada keseluruhan channel dengan adanya produk substitusi. Hanya saja, selama ini belum ada penetapan harga offline dan online yang analitis sehingga harga optimum bisa ditentukan.
Untuk mendapatkan profit yang maksimal, diusulkan penetapan harga optimum menggunakan skema Stackelberg. Proses optimasi dilakukan dalam dua tahap. Optimasi pertama dilakukan oleh online channel dan central warehouse, barulah pada tahap kedua dilakukan oleh offline channel. Hasil yang didapatkan dari tugas akhir ini yaitu penetapan harga online dan offline yang optimal, melihat pengaruh produk substitusi tehadap profitabilitas DCSC Klastik Shoes, dan besarnya batas level substitusi sehingga online channel masih menguntungkan untuk di terapkan.
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Information technology and internet has been rapidly growing and changing customers’ behavior in their way of shopping. This opportunities make many companies begin to implement direct sales channel (through online facility) and previously established conventional sales channel (through offline facility) simultaneously. This idea is known as Dual Channel Supply Chain (DCSC) concept.
On the other hand, the existence of product substitution is widely recognized in a business industry. Some companies then provide product substitution for their own product to prevent lost sales when the primary product is experiencing stock out. With the product substitution availability, hopefully customer would alter their choice to buy product substitution when the initial product that customer want is no longer available.
One company that apply DCSC concept and provides product susbtitution is Klastik Shoes. Klastik Shoes want to maintain both sales channel existence and to obtain maximum total sales channel profit considering product substitution. However for all this time, analytical online and offline pricing have not took place yet to give the optimum price.
To obtain the maximum profit, Stackelberg scheme is suggested to get the optimum price. The optimization process must be done in two stage. The first optimization is done by online channel and central warehouse, and then the second stage is done by offline channel. The results from this final project is to obtain the optimum price of online and offline channel, to see the effect of product substitution availability toward DCSC Klastik Shoes profitablitity, and to know the limit of substitution level so that online channel is still profitable to be applied.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSI 658.87 Kar a |
| Uncontrolled Keywords: | Dual Channel Supply Chain (DCSC), Pricing, Produk Substitusi |
| Subjects: | H Social Sciences > HB Economic Theory > HB846.2 Cost benefit analysis |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Tondo Indra Nyata |
| Date Deposited: | 09 Jul 2019 07:51 |
| Last Modified: | 09 Jul 2019 07:51 |
| URI: | http://repository.its.ac.id/id/eprint/63763 |
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