Optimasi Harga dengan Pendekatan Mixed Bundling Pricing untuk Produk Agroindustri: Studi Kasus Egrek Digital Merah Putih

Fatin, Shafa Fauziyah (2025) Optimasi Harga dengan Pendekatan Mixed Bundling Pricing untuk Produk Agroindustri: Studi Kasus Egrek Digital Merah Putih. Masters thesis, Institut Teknologi Sepuluh Nopember Surabaya.

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Abstract

Penetapan harga merupakan aspek krusial dalam memaksimalkan profitabilitas perusahaan, terutama di pasar yang sensitif terhadap harga dan persaingan ketat. Strategi bundling, khususnya mixed bundling pricing, menawarkan solusi inovatif dengan menjual produk secara satuan dan dalam paket diskon. Hal ini memberikan nilai tambah bagi konsumen sekaligus membedakan penjual dari kompetitor. Namun, implementasi full mixed bundling menantang karena jumlah kombinasi produk yang harus diberi harga meningkat secara eksponensial seiring dengan meningkatnya produk yang dibundel. Stratei ini menghasilkan kompleksitas tinggi dalam menentukan harga optimal dan mengelola kendala yang juga eksponensial. Selain itu, fenomena valuation discount turut mempersulit perhitungan, di mana konsumen cenderung menurunkan nilai persepsi produk saat ditawarkan dalam bundel. Analisis biaya produksi (cost) untuk physical goods juga sering diabaikan dalam literatur sebelumnya. Penelitian ini bertujuan mengoptimalkan strategi penetapan harga Egrek Digital Merah Putih, alat panen kelapa sawit inovatif yang terdiri dari bilah reguler, bilah premium, galah, dan pendeteksi kematangan buah, yang merupakan produk multi-komponen fungsional terintegrasi. Model mixed bundling pricing dikembangkan untuk empat produk ini, mempertimbangkan valuation discount dan biaya produksi. Optimasi profit dilakukan menggunakan metaheuristik Differential Evolution, sebuah pendekatan baru yang belum banyak dieksplorasi secara mendalam dalam konteks bundling kompleks dan mengisi gap dalam literatur. Hasil optimasi menunjukkan bahwa model berhasil merumuskan harga satuan dan bundel yang optimal serta memaksimalkan profit. Pertimbangan cost krusial untuk memastikan profitabilitas realistis dan mencegah kerugian. Strategi mixed bundling secara signifikan meningkatkan total demand dan profit dibandingkan penjualan pure component, meskipun terdapat valuation discount. Analisis sensitivitas menunjukkan kenaikan cost menyebabkan kenaikan harga dan profit tetap menurun. Hal tersebut menekankan pentingnya adaptasi harga terhadap perubahan biaya untuk menjaga keuntungan
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Pricing is a crucial aspect in maximizing company profitability, especially in price-sensitive and highly competitive markets. The bundling strategy, particularly mixed bundling pricing, offers an innovative solution by selling products individually and in discounted packages. This provides added value to consumers while differentiating sellers from competitors. However, implementing full mixed bundling is challenging because the number of product combinations to be priced increases exponentially with the number of bundled products. This strategy results in high complexity in determining optimal prices and managing exponentially increasing constraints. Furthermore, the phenomenon of valuation discount complicates calculations, where consumers tend to lower their perceived product value when offered in a bundle. Production cost analysis for physical goods has also often been overlooked in previous literature. This research aims to optimize the pricing strategy for Egrek Digital Merah Putih, an innovative oil palm harvesting tool consisting of a regular blade, premium blade, pole, and ripeness detector. A mixed bundling pricing model was developed for these four products, considering valuation discount and production costs. Profit optimization was performed using the Differential Evolution metaheuristic, a new approach not extensively explored in the context of complex bundling, thus filling a gap in the literature. The optimization results show that the model successfully formulated optimal individual and bundled prices and maximized profit. Considering cost is crucial for ensuring realistic profitability and preventing losses. The mixed bundling strategy significantly increases total demand and profit compared to pure component sales, despite the presence of valuation discount. Sensitivity analysis indicates that an increase in cost leads to higher prices, and yet profit continues to decline. This highlights the importance of adapting prices to cost changes to maintain profitability.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Differential Evolution, Egrek Digital, Kelapa Sawit, Mixed Bundling Pricing, Differential Evolution, Digital Oil Palm Harvesting Sickle, Mixed Bundling Pricing, Oil Palm
Subjects:	Q Science > Q Science (General) > Q180.55.M38 Mathematical models Q Science > QA Mathematics > QA401 Mathematical models. Q Science > QA Mathematics > QA9.58 Algorithms
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User:	Shafa Fauziyah Fatin
Date Deposited:	23 Jul 2025 02:31
Last Modified:	23 Jul 2025 02:31
URI:	http://repository.its.ac.id/id/eprint/120692

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