Putri, Nadya Permata (2025) ANALISIS STRATEGI PENETAPAN HARGA PADA SALURAN ONLINE, OFFLINE, DAN RESELLER BERDASARKAN KONSEP MODEL DUAL CHANNEL SUPPLY CHAIN: STUDI KASUS GAB'S JEANS. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rise of digitalization has driven companies to adopt the Dual Channel Supply Chain (DCSC) model to expand market reach and improve distribution efficiency. This study aims to evaluate pricing strategies based on the level of coordination between online, offline, and reseller channels to maximize company profit. The research develops a mathematical model that incorporates three demand functions (offline, online, and reseller) and a profit objective function. Model parameters including price elasticity, cross-channel sensitivity, unit cost, and customer preferences were obtained from historical data and structured questionnaires, then optimized using MATLAB. The validated model was applied to simulate four pricing scenarios reflecting different coordination levels among channels. Simulation results show that Scenario 2, integrating coordination among online, external reseller, and offline channels, yields the highest financial performance, generating a total profit of IDR 456,955,350. This collaborative approach outperforms other scenarios by enabling synchronized pricing and promotions and expanding market coverage without requiring additional investment in distribution infrastructure. Further sensitivity analysis confirms that Scenario 2 remains the most robust across variations in key parameters such as unit cost, channel preference, and maximum demand. Therefore, a coordinated pricing strategy within the DCSC framework can serve as an adaptive and competitive solution for companies operating in multi-channel environments.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | T Technology > TA Engineering (General). Civil engineering (General) | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Nadya Permata Putri | ||||||||
| Date Deposited: | 07 Jul 2025 03:06 | ||||||||
| Last Modified: | 09 Jul 2025 02:41 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38833 |
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