Amir, Achmad (2020) Penetapan Harga pada Dual Channel Supply Chain dengan Mempertimbangkan Program Flash Sale pada Online Channel (Studi Kasus: A3 Printing). Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan teknolgi informasi yang sangat pesat memberikan pilihan konsumen dalam berbelanja, diantaranya melalui pembelian produk secara offline dan online. Peluang ini di manfaatkan perusahaan dengan cara melakukan penjualan secara offline dan online secara bersamaan. Ide ini disebut dengan konsep dual channel supply chain (DCSC). Disisi lain, dengan adanya fasilitas online channel, konsumen akan lebih mudah mencari produk dengan harga termurah. Salah satu cara untuk mendapatkan perhatian konsumen, perusahaan melakukan beragam promosi melalui online channel, diantaranya adalah program flash sale. Penerapan suatu promosi pada penjualan dilakukan dengan tujuan untuk meningkatkan demand atau penjualan produk, akan tetapi seiring dengan peningkatan demand tidak selalu diiringi dengan peningkatan profit. Sehingga perlu dipertimbangkan berapa harga jual produk ketika promosi dan berapa lama durasi promosi diterapkan. Penelitian ini di fokuskan pada penentuan harga jual produk ketika promosi dan durasi dilakukan promosi, serta dampak penerapan promosi dari segi penentuan harga produk dan durasi promosi dengan menggunakan bantuan software malpe dan Microsoft excel. Dari hasil penelitian diperoleh kesimpulan bahwa semakin rendah harga yang diterapkan pada harga jual produk dan semakin lama durasi program flash sale diterapkan akan berdampak pada semakin tinggi demand yang didapat., tetapi profit yang diperoleh semakin turun. Sehingga penerapan promosi program flash sale bisa diterapkan jika tujuan utama perusahaan hanya meningkatkan jumlah penjualan.
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The rapid advance of information technology allows consumers to have more purchasing choices between online market or the conventional one, offline market. This opportunity is utilized by the company by creating offline and online stores running simultaneously as a new structure, is known as dual-channel supply chain (DCSC). On the other hand, with the online channel facility, consumers will more easily find products at the best prices. One way to get the attention of consumers, the company conducts various promotions through online channels, including flash sale programs. Promotion aims to stimulate demand for a company’s product but along with the increase in demand is not always accompanied by an increase in profit. So it is necessary to consider the selling price of the product during the promotion and how long the promotion duration will be applied. This research is focused on determining the selling price of products and duration of the promotion as well as the impact using the help of Malpe software and Microsoft Excel. This study concluded that the lower price and the longer duration applied during the flash sale leads on the higher demand but will result in a decrease in profits. So that promotional strategies using the flash sale program can be applied if the company's main goal is only to increase the number of sales.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Dual Channel Supply Chain (DCSC), Penetapan harga (Pricing), Flash sale |
| Subjects: | H Social Sciences > HF Commerce > HF5416.5 Pricing |
| Divisions: | Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis |
| Depositing User: | Achmad Amir |
| Date Deposited: | 27 Aug 2020 03:26 |
| Last Modified: | 04 Nov 2023 15:18 |
| URI: | http://repository.its.ac.id/id/eprint/79820 |
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