PENGEMBANGAN MODEL PRICING UNTUK MENINGKATKAN DEMAND ONLINE STORE DI DUAL CHANNEL SUPPLY CHAIN

Abstract

Internet use in business now serves as a business strategy application, such as marketing, sales and customer service. The enthusiasm of internet usage growth in Indonesia encourages business actors to use online media to market their products and business. Consumers are provided with two choices in transactions, the fi rst (offline channel) to buy products at the outlet and the second (online channel) transact via the internet. In Indonesia, online channel can support offline channel support facility to market the product. Conditions that incorporate both online and offline channels are known in supply chain management with the term dual channel supply chain (DCSC). However there are several types of products that have not gotten a place in the online channel, such as perishable products. To increase demand, there are several ways that producers can pull in online demand with cashback on online channels. So in this study proposed a mathematical model 259 formulation to meningktakan online demand in the presence of cashback with the goal of maximizing the overall profit DCSC. Keywords: Cashback, Dual Channel Supply Chain (DCSC), Pricing, Model Development.