Ginanda, Aldella Lutiasari (2016) Strategi Penentuan Harga Dalam Sistem Dual Channel Supply Chain Dengan Pertimbangan Pelayanan Garansi. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan e-commerce yang cukup pesat mendorong pelaku usaha
untuk memperluas jaringan penjualan hingga sampai ke tangan konsumen. Dengan
adanya penambahan channel dalam sistem Supply Chain yang ada menimbulkan
fungsi komplementer dan juga subtitusi. Fungsi komplementer dapat memperluas
market shares usaha yang dijalankan, sedangkan fungsi subtitusi dapat
meningkatkan fleksibilitas Supply Chain. Sementara itu, dalam beberapa kasus hal
ini tidak selamanya memberikan dampak positif, karena masing-masing channel
bisa saja mengasumsikan channel lainnya sebagai kompetitor mereka. Dalam
penelitian ini dilakukan evaluasi efek sensitivitas konsumen terhadap harga dan
pelayanan garansi yang ditawarkan terhadap perlakuan konsumen dalam
menentukan channel tertentu untuk membeli produk yang sama. Dengan
pertimbangan efek dari adanya channel tambahan dalam channel penjualan, adanya
perpindahan konsumen dari satu channel ke channel lain sangat dimungkinkan
yang akhirnya menyebabkan adanya kompetisi yang tidak fair dalam sistem Supply
Chain yang sama. Penelitian ini mengembangkan model Dual Channel Supply
Chain yang sebelumnya hanya mempertimbangkan sensitivitas konsumen terhadap
harga, ditambahkan dengan adanya sensitivitas konsumen terhadap pelayanan
garansi. Output dari penelitian ini adalah penentuan harga yang optimal dan usulan
lama periode garansi yang ditawarkan untuk masing-masing channel
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Rapid development of e-commerce had made manufacturers expand their
market channels. The additional channel has both complementary and substitution
functions. The complementary function is able to widen business market shares,
while substitution function is able to increase supply chain flexibility. However, in
some case this condition is not always giving a beneficial outcome, since each
channel is able to assume that the other channel is its competitor. This research is
trying to evaluate the effect of pricing and warranty length sensitivity into customer
behavior in selecting a channel to buy a product. Considering the effect of additional
channel into a company sales channels, customer shifting between channels may
resulting unfair competition under the same supply chain system. In this research a
dual-channel supply chain model will be developed to estimate the demand for each
channel by considering pricing and warranty length sensitivity, and at the end of
the research optimum product prices and acceptable warranty length are suggested
based on numerical test experiments. Determining optimum product prices is
generated from dual-channel supply chain model developed by the help of Matlab
software and nonlinear programming approach, while defining best strategy to set
acceptable warranty length is using the help of Gambit software and game theory
approach
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSI 658.787 Gin p |
| Uncontrolled Keywords: | dual-channel supply chain, game theory, lama periode garansi, nonlinear programming, strategi penentuan harga |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD38.5 Business logistics--Cost effectiveness. Supply chain management. ERP H Social Sciences > HD Industries. Land use. Labor > HD55 Inventory control |
| Divisions: | Faculty of Mathematics and Science > Chemistry > 47201-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Tondo Indra Nyata |
| Date Deposited: | 15 Apr 2020 02:03 |
| Last Modified: | 15 Apr 2020 02:03 |
| URI: | http://repository.its.ac.id/id/eprint/75788 |
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