PENGEMBANGAN MODEL MATEMATIKA DAN DECISION SUPPORT SYSTEM UNTUK REVENUE MANAGEMENT PADA PERSAINGAN OLIGOPOLI INDUSTRI PERHOTELAN (Studi Kasus Industri Perhotelan Yogyakarta)

• Main Authors: , Yun Prihantina M., , Nur Aini Masruroh, S.T., M.Sc., Ph.D.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/123389/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=63500
• Institution: Universitas Gadjah Mada

Revenue Management (RM) is one of proper method to manage product characterized as perishable and fixed capacity. On the other hand, players in business games also face competition. Meanwhile, developed revenue management model is only under duopoly competition. Therefore, RM models under oligopolistic competition are developed in this study by using hotel industries as study case. This study has developed pricing-based RM or demand model with price as the solely factor that affects consumer. There are four approaches used in this study which are deterministic oligopoly, sequential oligopoly, extended duopoly, and costumer valuation. Of those models, extended duopoly has been selected as a base model to develop application using Excel VBA and Macro Excel. Deterministic oligopoly has been developed using multiple linear regression by considering price and peak season as independent variable while other models are developed based on market size and cumulative distribution function (CDF) of price. Sequential oligopoly is obtained by performing repetitive duopoly competitions and extended duopoly is a model developed using N-player game theory approach especially cartel againts single player with two-person constant sum game. Unlike other three models, costumer valuation model does not consider competitor. Basic assumption used in this model is that consumers have certain values affecting their purchasing decision so this model is developed based on CDF of purchasing power each hotels. Furthermore, statistical test, Mann-Whitney, is used to evaluate the models. In this study, those models are successfully developed but extended duopoly is the only model that can represent all hotels consistently with p-value greater than 0,05 while other models can describe actual condition of only one or two hotels. Hence, extended duopoly model becomes the basis of user interface development as decision support system for practitioners. This application has ability to develop demand and booking limit models and is also supported by scenario so user can make simulation for several pricing strategy by filling out the pricing strategy itself, market or competitor strategy, and price ratio while market size is predicted by applying random generation. Besides, it also can calculate best pricing strategy.