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Utomo, Dhanan Sarwo
School of Business and Management, Institut Teknologi Bandung
Computer Science & IT Decision Sciences, Operations Research & Management

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Bagaimana Interaksi antar konsumen dapat mengakibatkan suatu merek menjadi generik? Prasetya, Ivan; Putro, Utomo Sarjono; Sunitiyoso, Yos; Hermawan, Pri; Utomo, Dhanan Sarwo
Jurnal Manajemen Teknologi Vol 9, No 3 2010
Publisher : SBM ITB

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Abstract

Abstrak. Generic brand merupakan merek yang telah menjadi nama kategori dan telah kehilangan fungsinya sebagai pembeda dan tentunya hal ini sangat merugikan perusahaan. Pada penelitian ini dibangun suatu simulasi berbasis agen untuk mengetahui mekanisme seperti apa yang dapat menggambarkan proses terjadinya generic brand dan mengetahui bagaimana interaksi konsumen dapat mempengaruhi suatu merek menjadi generik. Studi ini akan mengambil kasus pada produk Air Minum Dalam Kemasan (AMDK). Mekanisme yang dihipotesakan kemudian diuji melalui sejumlah eksperimen. Berdasarkan hasil eksperimen dapat disimpulkan kondisi-kondisi yang menyebabkan suatu merek menjadi generik dan kondisi-kondisi yang dapat mencegah agar suatu merek tidak menjadi generik.Kata kunci: generic brand, simulasi berbasis agen, sistem kompleks
Analyzing Co-Creation Process in Cluster Industry using Agent-Based Simulation, Case Study : Cluster Industry Batik Solo Putro, Utomo Sarjono; Hermawan, Pri; Utomo, Dhanan Sarwo; Nuraeni, Shimaditya; Ariyanto, Khrisna
Jurnal Manajemen Teknologi Vol 12, No 1 (2013)
Publisher : SBM ITB

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At the beginning of 2008, the amount of cluster industry batik in Solo start to grew, with so many innovations, big market (co1nsumers), low cost and high progit margin. The condition is so much different compare to the late 1980. Thus, with agent-based simulation for industrial cluster, the aims of the research are to understand what mechanism can describe the formation of cluster industry batik in Solo, and propose strategies to stimulate formation of cluster industry. There are three agents modeled in the simulation; consumer, produce, and supplier. Each agent has their own attributes and decision role. As result, the simulation can describe that industrial cluster is formed as bottom-up interaction between agents with interdependency decision-making. In the long term, only producer agent that agglomerate with other industry can survive and the average wealth of each agent will increase along with the density cluster of certain industrial cluster. Several policies can be implemented to stimulate the industrial cluster formation are creating join-showroom, build waste-water treatment for several industries, renovate the facilities (access) to the cluster industries.Keywords:service science, cluster industry, agent-based simulation, cluster industry batik Solo
Co-Authors Ariyanto, Khrisna Hermawan, Pri Nuraeni, Shimaditya Prasetya, Ivan Putro, Utomo Sarjono Utomo Sarjono Putro Yos Sunitiyoso