Strategi Penentuan Harga Dalam Sistem Dual Channel Supply Chain Dengan Pertimbangan Pelayanan Garansi

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 ======================================================================================================== 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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