Suryadi, Abraham Marco (2024) Strategi Pricing dan Model Kontrak dalam Live-stream Selling Menggunakan Pendekatan Game Theory. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Pada tahun 2023, transaksi e-commerce di Indonesia mencapai Rp474 triliun, dengan proyeksi peningkatan hingga Rp503 triliun pada 2025. Ketidakpuasan belanja online, seperti produk yang tidak sesuai harapan, tetap menjadi tantangan. Live-streaming commerce muncul sebagai solusi untuk meningkatkan pengalaman belanja online. Penelitian ini menggunakan game theory untuk menganalisis strategi pricing dan model kontrak dalam live-stream selling, fokus pada interaksi antara penjual e-commerce dan streamer. Metode ini melibatkan dua tahap: tahap strategis untuk menentukan skema kontrak oleh streamer dan tahap operasional untuk optimasi harga oleh penjual dan streamer. Tiga mekanisme kontrak yang dianalisis adalah tanpa live-streaming, price based, dan quantity based.
Hasil penelitian menunjukkan bahwa game theory relevan untuk menganalisis interaksi ini, dengan tujuan memaksimalkan keuntungan kedua belah pihak. Pendekatan analitis menghasilkan solusi tertutup yang memberikan rumus jelas untuk harga dan profit equilibrium. Penjual yang tidak menggunakan live-streaming menghadapi ketidakpuasan konsumen lebih tinggi dan pendapatan lebih rendah. Skema kontrak berbasis harga, di mana penjual menetapkan harga reguler dan streamer menetapkan harga live-stream, efektif meningkatkan pendapatan dengan pembagian pendapatan yang optimal. Skema berbasis kuantitas, dengan penjual menentukan harga reguler dan live-stream, serta streamer menentukan biaya per unit barang terjual, juga meningkatkan pendapatan namun lebih rentan terhadap perubahan permintaan dan fluktuasi harga. Optimasi harga oleh penjual dan streamer meningkatkan keuntungan keduanya, dengan harga live-stream yang tepat menarik konsumen dan memaksimalkan penjualan.
Pembagian pendapatan yang adil antara penjual dan streamer adalah kunci kesuksesan strategi live-stream selling. Revenue sharing yang optimal mengurangi ketidakpuasan konsumen dan meningkatkan loyalitas pelanggan. Penelitian ini juga mempertimbangkan biaya pengembalian barang dan psychological cost dalam menonton live-streaming, serta probabilitas terjadinya misfit produk. Rekomendasi ini membantu penjual e-commerce mengoptimalkan strategi live-stream selling mereka, mengatasi ketidakpastian konsumen, dan meningkatkan pengalaman belanja online secara keseluruhan. Studi ini memberikan wawasan untuk adopsi strategi live-stream selling yang efektif, meningkatkan kepuasan pelanggan, dan memaksimalkan keuntungan di pasar yang kompetitif.
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In 2023, e-commerce transactions in Indonesia reached IDR 474 trillion, with projections increasing to IDR 503 trillion by 2025. Online shopping dissatisfaction, such as products not meeting expectations, remains a challenge. Live-streaming commerce has emerged as a solution to enhance the online shopping experience. This study uses game theory to analyze pricing strategies and contract models in live-stream selling, focusing on the interaction between e-commerce sellers and streamers. The method involves two stages: a strategic stage to determine the contract scheme by the streamer and an operational stage for price optimization by the seller and streamer. Three contract mechanisms analyzed are without live-streaming, price based, and quantity based.
The research results indicate that game theory is relevant for analyzing this interaction, with the goal of maximizing the profits of both parties. The analytical approach yields equilibriums that provide clear formulas for equilibrium prices and profits. Sellers not using live-streaming face higher consumer dissatisfaction and lower revenues. Price based contract schemes, where the seller sets regular prices and the streamer sets live-stream prices, are effective in increasing revenue with optimal revenue sharing. Quantity based schemes, with the seller setting regular and live-stream prices and the streamer determining the per-unit cost of goods sold, also increase revenue but are more vulnerable to demand changes and price fluctuations. Price optimization by the seller and streamer enhances both parties' profits, with the right live-stream price attracting consumers and maximizing sales.
Fair revenue sharing between the seller and streamer is key to the success of live-stream selling strategies. Optimal revenue sharing reduces consumer dissatisfaction and increases customer loyalty. This study also considers return costs and psychological costs in watching live-streaming, as well as the probability of product misfit. These recommendations help e-commerce sellers optimize their live-stream selling strategies, address consumer uncertainties, and improve the overall online shopping experience. This study provides insights for the adoption of effective live-stream selling strategies, enhancing customer satisfaction and maximizing profits in a competitive market.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Live-stream commerce, strategi pricing, model kontrak, skema kontrak, game theory, misfit, pricing strategies, contract models, contract schemes |
| Subjects: | Q Science > QA Mathematics > QA269 Game theory |
| Divisions: | Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | Abraham Marco Suryadi |
| Date Deposited: | 04 Aug 2024 11:27 |
| Last Modified: | 24 Sep 2024 06:34 |
| URI: | http://repository.its.ac.id/id/eprint/110222 |
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