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All Journal J@TI (TEKNIK INDUSTRI) Jurnal Optimasi Sistem Industri PSYMPATHIC Komunikologi: Jurnal Pengembangan Ilmu Komunikasi dan Sosial Jurnal Statistika dan Matematika (Statmat) Jurnal Riset Statistika Bandung Conference Series: Statistics Schema: Journal of Psychological Research STATISTIKA
Dwi Agustin Nuriani Sirodj
Program Studi Statistika, FMIPA, Universitas Islam Bandung
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Mechanical Engineering Social Sciences Other

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Journal : J@TI (TEKNIK INDUSTRI)

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ONLINE PRICING FOR SMALL MEDIUM ENTERPRISES’ PRODUCTS IN THE EX-LOCALIZATION OF DOLLY SURABAYA Ig. Jaka Mulyana; Ivan Gunawan; Dian Trihastuti; Yehezkiel Prakoso Putra Yunen; Dwi Agustin Nuriani Sirodj
J@ti Undip: Jurnal Teknik Industri Vol 16, No 3 (2021): September 2021
Publisher : Departemen Teknik Industri, Fakultas Teknik, Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (522.85 KB) | DOI: 10.14710/jati.16.3.169-176

Abstract

Numerous Small and Medium Enterprises (SMEs) do not have a basic method in pricing decisions. Many times, this decision comes up based on an intuitive probe instead of a detailed analysis. This could lead to marketing problems, which may result in disruptions of financial liquidity. This also applies to SMEs wishing to sell products through the online channel. They need a proper pricing strategy, considering its different marketing strategies. Sales made through both offline channels (conventional stores) and online channels are known as Dual-Channel Supply Chain (DCSC). It is argued that the pricing decision at DCSC needs to consider consumer preferences in selecting the sales channel. One assumption commonly adopted in the DCSC pricing model is that the lost value if consumers purchase products through online channels. Therefore, the pricing decision for the online channel should be cheaper than the price on the offline channel. This study aims to assist SMEs in the ex-localization of Dolly in Surabaya in determining the price of products to be sold through online channels. Three types of products: batik, chips, and leather shoes were selected as research samples to represent the product groups: craft, fashion, and processed food. This study proposes an optimal online price strategy through experiments with a mathematical model. Model parameters, namely consumer preferences in choosing sales channels, are obtained through surveys. Apart from that, surveys are also used to reveal which platforms consumers are interested in shopping online. Shopee and Instagram were chosen by respondents as the most popular marketplaces and social media for online shopping. Finally, the online prices proposed for the batik product are IDR 82,500-IDR 66,000; chips Rp7,620-Rp6,336; and leather shoes Rp.103,800-Rp82,200.
Co-Authors Ainun Hayat Damayanti Alfiari Firdaus Anang Kurnia Anwar Musadad Rosidin Dian Trihastuti I Made Sumertajaya Ig. Jaka Mulyana Ihsana Sabriani Borualogo Ivan Gunawan Khasanah, Andhita Nurul Miki Amrilya Wardati Moh. Wigi Destriansyah Muhamad Nurhikmat Zain Muhamad Nurhikmat Zain Permana, Rizka Hadian Rizka Hadian Permana Sulisworo Kusdiyati Susandari Susandari Temi Damayanti Djamhoer Tiara Suci Lestari Vici Sofianna Putera Yehezkiel Prakoso Putra Yunen Yuli Aslamawati, Yuli