Kusuma, Syailendrastuti Ramadiani Widya Kusuma (2026) Keputusan Penerapan Strategi Anti-Counterfeit Pada Platform Online Dengan Mempertimbangkan Kompetisi Authentic Seller Dan Counterfeit Seller. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Peredaran produk counterfeit merupakan salah satu tantangan dalam perdagangan pada platform digital karena dapat mengurangi profit penjual produk authentic dan pendapatan platform. Untuk mengatasi permasalahan tersebut, penelitian ini mengembangkan model analitis berbasis game theory untuk menganalisis penerapan strategi anti-counterfeit pada empat skenario, yaitu tanpa strategi anti-counterfeit, strategi oleh penjual produk authentic, strategi oleh platform, dan strategi oleh penjual produk authentic dan platform secara bersamaan namun tidak berkolaborasi. Penelitian ini bertujuan menganalisis preferensi penerapan strategi anti-counterfeit serta hasil ekuilibrium yang terbentuk dari profit penjual authentic, profit penjual produk counterfeit, dan profit platform. Hasil penelitian menunjukkan bahwa platform memilih untuk tidak menerapkan strategi anti-counterfeit (skenario AN) ketika manfaat yang diperolehnya belum mampu mengimbangi biaya implementasi strategi. Sebaliknya, penjual produk authentic memilih menerapkan strategi bersama platform (skenario AP) ketika manfaat yang diperoleh kedua pihak lebih besar daripada biaya implementasi strategi. Penelitian ini juga menghasilkan 3 wilayah preferensi berdasarkan hubungan parameter biaya produksi dan acceptance rate. Wilayah ini menunjukkan bahwa wilayah A menghasilkan Nash equilibrium berupa skenario AN didukung dengan konsep free riding, sedangkan wilayah B dan C menghasilkan Nash equilibrium berupa skenario AP. Hasil penelitian diperoleh berdasarkan parameter hasil kuesioner pada objek penelitian sehingga penerapannya pada objek lain berpotensi menghasilkan strategi yang berbeda. Penelitian ini diharapkan dapat menjadi panduan bagi penjual produk authentic dan platform dalam menentukan kebijakan anti-counterfeit serta memperkaya literatur di bidang strategi penetapan harga.
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The circulation of counterfeit products is one of the major challenges in digital commerce, as it reduces the profits of authentic sellers and the revenue of online platforms. To address this issue, this study develops an analytical model based on game theory to analyze the implementation of anti-counterfeit strategies under four scenarios: no anti-counterfeit strategy, anti-counterfeit strategy implemented by the authentic seller, anti-counterfeit strategy implemented by the platform, and anti-counterfeit strategies implemented simultaneously by both the authentic seller and the platform without collaboration. This study aims to analyze the preference for anti-counterfeit strategies and the equilibrium outcomes in terms of authentic seller profit, counterfeit seller profit, and platform profit. The results show that the platform prefers not to implement an anti-counterfeit strategy (Scenario AN) when the benefits do not outweigh the implementation costs. In contrast, the authentic seller prefers the joint implementation scenario (Scenario AP) when the benefits gained by both parties exceed the implementation costs. The study also identifies three strategy preference regions based on the relationship between production cost and acceptance rate. Region A results in a Nash equilibrium under Scenario AN, supported by the concept of free riding, while Regions B and C result in a Nash equilibrium under Scenario AP. The findings are based on parameter values obtained from questionnaires conducted on the selected research object; therefore, applying the model to different objects may lead to different strategic outcomes. This study is expected to provide practical guidance for authentic sellers and online platforms in determining anti-counterfeit policies while enriching the literature on pricing strategy.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Manajemen Harga, Produk Authentic, Produk Counterfeit, Strategi Ant-Counterfeit, Teori Permainan, Anti-counterfeit Strategy, Authentic product, Counterfeit product, Game Theory, Pricing Management. |
| Subjects: | T Technology > T Technology (General) > T57.6 Operations research--Mathematics. Goal programming |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | Syailendrastuti Ramadiani Widya Kusuma |
| Date Deposited: | 31 Jul 2026 10:09 |
| Last Modified: | 31 Jul 2026 10:09 |
| URI: | http://repository.its.ac.id/id/eprint/140674 |
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