Penentuan Harga dan Koordinasi Rantai Pasok Produsen-Pengecer Melalui Iklan Kooperatif

Utama, KF. Sunny Cahya (2025) Penentuan Harga dan Koordinasi Rantai Pasok Produsen-Pengecer Melalui Iklan Kooperatif. Masters thesis, Institut Teknologi Sepuluh Nopember.

	Text 6002221009-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2027. Download (1MB) | Request a copy
	Text 6002221009-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2027. Download (1MB) | Request a copy

Abstract

Manusia sebagai aktor sosial dalam masyarakat pasti saling bergantung satu sama lain, termasuk dalam aktivitas jual beli. Perilaku sosial tersebut sedikit banyak akan mempengaruhi harga barang dan jasa. Untuk menentukan harga suatu barang dan jasa, produsen dan pengecer harus memahami perilaku sosial tersebut agar dapat menentukan harga dan distribusi barang dengan baik. Pengecer didorong untuk memulai kegiatan promosi tambahan dengan menawarkan kepada produsen yang ikut serta dalam skema periklanan kooperatif pembayaran sebagian biaya yang terkait dengan periklanan lokal. Model teori permainan yang mempertimbangkan dinamika kekuasaan dalam rantai pasokan digunakan dalam penelitian ini untuk menggambarkan perbedaan dinamika yang ada antara produsen dan pengecer. Peneliti menggunakan model-model teori permainan berdasarkan keseimbangan kekuatan rantai pasok untuk menggambarkan hubungan yang berbeda di antara produsen-pengecer. Serangkaian simulasi numerik juga disajikan untuk mengilustrasikan solusi optimal dari produsen-pengecer berdasarkan skenario yang diselidiki dan juga digunakan untuk menafsirkan serta membandingkan hasil mendasar dari empat model permainan yang digunakan. Dengan menggunakan fungsi permintaan pelanggan, penelitian ini dapat menguji bagaimana penetapan harga dan periklanan yang kooperatif dapat meningkatkan koordinasi rantai pasokan.
Kata kunci: Penentuan Harga, Koordinasi Rantai Pasok, Iklan Kooperatif, Teori Permainan.
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Humans as social actors in society definitely depend on each other, including in buying and selling activities. This social behavior will more or less influence the prices of goods and services. To determine the price of goods and services, producers and retailers must understand social behavior in order to determine prices and distribute goods well. Retailers are encouraged to initiate additional promotional activities by offering manufacturers participating in cooperative advertising schemes partial payment of costs associated with local advertising. A game theory model that considers power dynamics in the supply chain is used in this research to describe the differences in dynamics that exist between manufacturers and retailers. Researchers use game theory models based on supply chain balance of power to describe different manufacturer-retailer relationships. A series of numerical simulations are also presented to illustrate the manufacturer-retailer's optimal solutions based on shipping scenarios and are also used to understand and compare the fundamental results of the four game models used. Using a very broad customer demand function, the aim of this research is to examine how cooperative pricing and advertising can improve supply chain coordination.
Keyword: Price Determination, Supply Chain Coordination, Cooperative Advertising, Game Theory.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Price Determination, Supply Chain Coordination, Cooperative Advertising, Game Theory.
Subjects:	Q Science > QA Mathematics > QA269 Game theory Q Science > QA Mathematics > QA401 Mathematical models.
Divisions:	Faculty of Science and Data Analytics (SCIENTICS) > Mathematics > 44101-(S2) Master Thesis
Depositing User:	KF. Sunny Cahya Utama
Date Deposited:	01 Feb 2025 05:46
Last Modified:	01 Feb 2025 05:46
URI:	http://repository.its.ac.id/id/eprint/117294

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