Zenia, Engga Dwi (2015) Analisis Prevalent, Equal, Dan Different Pricing Strategies Pada Dual Channel Supply Chain (Studi Kasus: Klastik Shoes). Undergraduate thesis, Institut Technology Sepuluh Nopember.
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Abstract
Perkembangan teknologi internet yang menawarkan beberapa keunggulan
seperti rendahnya biaya operasional, perluasan jangkuan pasar dan trend
kebiasaan belanja, menarik minat perusahaan baru untuk langsung membuka
saluran penjualan secara online (direct channel). Namun, salah satu studi
terdahulu menunjukkan bahwa daya tarik akan belanja secara offline tidak dapat
dengan mudah digantikan oleh e-shopping. Maka dari itu, banyak produsen tidak
serta merta melakukan kegiatan jual beli dengan cara online saja untuk
mendapatkan pelanggan, tetapi juga mempertimbangkan adanya dual channel.
Dual channel supply chain merupakan cara penjualan produk melalui online
channel dan offline channel secara bersamaan. Sistem ini memungkinkan
terjadinya kompetisi antar masing-masing channel dalam suatu rantai pasok itu
sendiri. Bagi para konsumen, berbelanja secara online adalah berisiko. Sistem
penjualan dual channel yang berawal dari sistem online memiliki lebih banyak
risiko terhadap kepercayaan pelanggan. Ketidakmampuan konsumen melakukan
inspeksi secara langsung terhadap produk menuntut produsen melakukan strategi
market yang tepat, salah satunya dengan memiliki strategi pricing yang tepat. Hal
ini dimaksudkan agar tidak terjadi ketimpangan profitabilitas antar channel dan
juga agar terjaga kepuasan konsumen terhadap harga jual produk yang
ditawarkan. Terlebih, kepercayaan pelanggan yang sudah terbangun atas
pembelian dari saluran online akan membuat konflik baru di dalam internal
perusahaan, apakah harga produk akan dijual dengan harga sama ataupun berbeda
pada masing-masing channel apabila perusahaan memiliki saluran penjualan
offline. Melihat besarnya dampak pengambilan keputusan strategi pricing bagi
performansi profitabilitas perusahaan, dilakukan penelitian dalam bentuk skripsi
tentang analisis strategi pricing, antara lain: prevalent, equal, dan different pricing
strategy dalam suatu rantai pasok dan bagaimana profitabilitas yang optimum,
baik bagi masing-masing channel maupun bagi keseluruhan channel dapat
dihitung. Metode yang digunakan adalah metode optimasi dengan menggunakan
quadratic programming, yang mana digunakan skema penentuan harga secara
Bertrand dan Stackelberg. Dari percobaan dapat diketahui bahwa, dari ketiga
strategi pricing yang disarankan, skenario dengan different pricing strategy
memberikan profit tertinggi dengan mempertimbangkan eksistensi channel lain
dan keseimbangan demand bagi masing-masing channel.
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The development of internet technology that offers several advantages
such as low operating costs, expansion of market outreach, and trend of spending
habits, attracting new companies to open online sales channel (direct channel).
However, one of the previous studies showed that the tractive power of offline
shopping can not be easily replaced by the e-shopping. Therefore, many
manufacturers do not necessarily perform trading activities only by online to get
customers, but also consider the existence of dual channel. Dual-channel supply
chain is a way of selling products through online and offline channels
simultaneously. This system allows for competition between each channel in a
supply chain itself. For consumers, online shopping is risky. Dual-channel sales
system that originated from the online system, has more risk to the customer's
trust. The inability of consumers conduct product inspections, charges the
manufacturer requires proper market strategies, one of them by having the right
pricing strategy. It is intended to prevent inequality between channel profitability
and also to preserve its customer satisfaction by the selling price of the products
offered. Moreover, customer trust that has been built over the purchase of the
online channel will create new conflicts in the company's internal, if the price of
the product will be priced the same or different in each channel if the company
has offline sales channels. Given the tremendous impact of pricing strategy
decisions for the company's profitability performance, research in the form of a
thesis on the analysis of pricing strategies is conducted. The analysis are about
prevalent, equal, and different pricing strategies in a supply chain and how the
optimum profitability, both for each channel and for the entire channel, could be
calculated. The method used is quadratic programming optimization, which is
used as a pricing scheme Bertrand and Stackelberg. From the numeric
experiments, it can be seen that, of the three suggested pricing strategies,
scenarios with different pricing strategy gives the highest profit by considering the
existence of other channels and demand balance for each channel
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSI 658.7 Zen a |
| Uncontrolled Keywords: | dual channel supply chain, quadratic programming, strategi pricing |
| Subjects: | T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5105 Data Transmission Systems |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26201-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Tondo Indra Nyata |
| Date Deposited: | 08 Jul 2019 03:42 |
| Last Modified: | 08 Jul 2019 03:42 |
| URI: | http://repository.its.ac.id/id/eprint/63578 |
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