Model Simulasi Berbasis Agen untuk Strategi Promosi Harga pada Retailer

Kurniawan, Adji Candra (2019) Model Simulasi Berbasis Agen untuk Strategi Promosi Harga pada Retailer. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Retailer memiliki peran yang vital dalam supply chain, yaitu sebagai perantara yang mempertemukan supply dan demand. Sehingga, strategi yang diambil oleh retailer akan mempengaruhi supply chain secara keseluruhan. Salah satu keputusan strategis yang perlu diambil oleh retailer adalah menetapkan harga. Karena retailer berhubungan langsung dengan konsumen, maka dalam menetapkan harga retailer perlu memperhatikan perilaku konsumen. Selain perilaku konsumen, retailer perlu memperhatikan kompetisi di pasar karena lingkungan bisnis retail tergolong sebagai lingkungan oligopoli atau terdapat banyak kompetitor yang menjual produk kepada konsumen. Berdasarkan dua faktor diatas maka dalam menentukan kebijakan harga pada retailer akan sulit bila menggunakan pendekatan matematika tradisional karena kerumitannya. Penelitian ini menawarkan solusi berupa model simulasi yang bisa membantu menganalisa strategi penetapan harga melalui promosi harga pada retailer yang mempertimbangkan perilaku konsumen, kompetisi antar retailer dengan menggunakan pendekatan simulasi berbasis agen. Simulasi berbasis agen merupakan pendekatan merancang perilaku setiap individu kemudian menganalisa interaksi antar individu berdasarkan aturan yang telah ditetapkan (bottom top approach). Sehingga, pendekatan simulasi berbasis agen akan sesuai untuk menyelesaikan permasalahan yang rumit yang tidak bisa diselesaikan oleh pendekatan matematis. Hasil akhir penelitian ini adalah model simulasi berbeasis agen dan analisa strategi promosi harga yang sesuai dengan lingkungan bisnis retail yang dinamis.
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Retailers have a vital role in the supply chain, namely as an intermediary that brings together supply and demand. So, the strategies taken by retailers will affect the supply chain as a whole. One of the strategic decisions that retailers need to take is to set prices. Because retailers relate directly to consumers, then in setting prices retailers need to pay attention to consumer behavior. In addition to consumer behavior, retailers need to pay attention to competition in the market because the retail business environment is classified as an oligopoly environment or there are many competitors who sell products to consumers. Based on the two factors above, it is difficult to determine the price policy of retailers when using traditional mathematical approaches because of their complexity. This research offers a solution in the form of a simulation model that can help analyze pricing strategies through price promotion for retailers who consider consumer behavior, competition among retailers using an agent-based simulation approach. An agent-based simulation is an approach to designing the behavior of each individual then analyzing interactions between individuals based on predetermined rules (bottomtop approach). Thus, an agent-based simulation approach would be appropriate for solving complex problems that mathematical approaches cannot solve. The final result of this study is an agent-based simulation model and analysis of price promotion strategies that are in line with the dynamic retail business environment.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Pricing, Price promotion , Consumers behaviour, Consumers preferences, Agent-based modelling
Subjects:	H Social Sciences > HF Commerce > HF5658.5 Price fluctuations Q Science > QA Mathematics > QA274.2 Stochastic analysis T Technology > T Technology (General) > T57.62 Simulation
Divisions:	Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User:	Adji Candra Kurniawan
Date Deposited:	22 Jul 2026 04:20
Last Modified:	22 Jul 2026 04:20
URI:	http://repository.its.ac.id/id/eprint/67994

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