Pemodelan Optimal Reference Price dan Meal Duration Pada Restaurant Revenue Management

SILVIA ANGGRAINI, Nur Aini Masruroh S.T., M.Sc., Ph.D

2018 | Skripsi | S1 TEKNIK INDUSTRI

Pada industri restoran, customer demand semakin meningkat tetapi jumlah restoran juga mengalami kenaikan. Pihak restoran membutuhkan strategi untuk bisa bertahan dan menaikkan revenue yang diterima. Salah satunya dengan menggunakanstrategic levers yaitu mengontrol price dan meal duration. Reference price akan menggantikan kata price yang biasa digunakan. Penelitian ini akan membangunmodel matematis untuk mendapatkan nilai optimal reference price dan optimal meal durationpada periode off-peak dan peak untuk mencapai optimalrevenue yang diterima oleh restoran. Awalnya dilakukan uji ANOVA dan uji post hoc untuk menentukan periode off-peak dan peak. Model matematis dibangun dengan menggunakan analisis regresi dan dipisahkan antara periode ¬off-peak dan peak. Model yang dibangun meliputi hubungan antara variabel reference price terhadap demand, party size terhadap meal duration, dan party size terhadap reference price. Validasi dilakukan terhadap model matematis yang telah dibangun. Fungsi revenue dibangun dengan cara mengalikan fungsi demand dengan price. Fungsi meal duration dan fungsi reference price digabungkan sehingga akan mendapatkan fungsi meal duration dalam bentuk reference price. Hasil yang didapatkan yaitu yang masuk ke dalam periode off-peak ialah hari Senin-Kamis (11:00-20:00; 22:00-23:00) dan Jumat-Minggu (11:00) sedangkan ke dalam periode peak hari Senin-Kamis (21:00) dan Jumat-Minggu (12:00-23:00). Dilakukan turunan pertama terhadap fungsi revenue sehingga didapatkanoptimal reference price. Nilai optimal reference price kemudian disubstitusikan ke dalam fungsi meal duration dalam bentuk reference price sehingga akan didapatkan optimal meal duration. Nilai optimal reference price dan optimal meal duration dapat memberikan peningkatan terhadap revenue off-peak sebesar 49% dan revenue peak sebesar 25%.

In the restaurant industry, customer demand is increasing but the number of restaurants has also increased. The restaurant needs a strategy to survive and raise the revenue received. One of the strategy is by using strategic levers which controlling reference price and meal duration. Reference price will replace the word price that usually used. This research will develop mathematical models to obtain optimal reference price and optimal meal duration in off-peak and peak periods to increase revenue received by restaurant. Initially ANOVA test and post hoc test were performed to determine the off-peak and peak periods. Mathematical models are developed separately using regression analysis for off-peak and peak periods. The mathematical model includes the relationship between reference price to demand, party size to meal duration, and party size to reference price. Mathematical models are validated. The revenue function is constructed by multiplying the demand function with the price. The meal duration function and reference price function are combined so that it will get the meal duration function in the form of reference price. The results obtained that the off-peak period are Monday-Thursday (11:00-20:00; 22:00-23:00) and Friday-Sunday (11:00) while the peak period Monday-Thursday (21:00) and Friday-Sunday (12:00-23:00). An optimal reference price can be obtained by first derivative of the revenue function. The optimal reference price is used in the meal duration function in the form of reference price hence the optimal meal duration obtained. Optimal reference price and optimal meal duration can provide an increase of 49% off-peak revenue and peak revenue by 25%.

Kata Kunci : restaurant revenue management, model matematis, reference price, meal duration