Ekonomi Manajerial & Strategi

Bisnis
Bagian 3
Analisis Kuantitatif Permintaan

McGraw-Hill / Irwin
Michael R. Baye, Ekonomi Manajerial dan
Strategi Bisnis Copyright © 2008 oleh McGraw-Hill Companies, Inc All rights reserved.
 3-2

Overview
I. Konsep Elastisitas
– Elastisitas Harga (sendiri )
– Elastisitas dan Total Pendapatan
– Elastisitas Harga - Silang
– Elastisitas pendapatan

II. Fungsi Permintaan Linear

 3-3

Konsep Elastisitas
• Adalah bagaimana respon variabel “G” karena
perubahan pada variabel “S”

%G
EG , S 
% S
Jika EG, S > 0, maka S dan G adalah terkait langsung.
Jika EG, S < 0, maka S dan G adalah berbanding terbalik.
Jika EG, S = 0, maka S dan G tidak ada hubungan.
 3-4

Konsep Elastisitas Menggunakan Kalkulus

• Cara alternatif untuk mengukur elastisitas

fungsi G = f (S) adalah

dG S
EG , S 
dS G
Jika EG, S > 0, maka S dan G adalah terkait langsung.

Jika EG, S <0, maka S dan G adalah berbanding terbalik.

Jika EG, S = 0, maka S dan G tidak berhubungan.

 3-5

Elastisitas Permintaan Harga sendiri

d
%QX
EQ X , PX 
%PX
• Negatif sesuai“hukum permintaan.”

Elastis: EQX , PX  1
Inelastis: EQX , PX  1
Unitary: EQX , PX  1
 3-6
Permintaan Elastis Sempurna &
Inelastis Sempurna

Harga Harga
D

Kuantitas Kuantitas

Perfectly Elastic ( EQ X ,PX  ) Perfectly Inelastic ( EQ X , PX  0)

 3-7

Elastisitas Harga
dan Total Pendapatan (TR)

• Elastis
– Kenaikan (penurunan) harga menyebabkan
penurunan (kenaikan) total pendapatan.
• Inelastis
– Kenaikan (penurunan) harga menyebabkan
peningkatan (penurunan) dalam total pendapatan.
• Unity
– Total pendapatan dimaksimalkan pada titik di
mana permintaan unitary elastis.
 3-8
Elastisitas, Total Pendapatan dan Permintaan
Linear

P
TR
100

0 10 20 30 40 50 Q 0 Q
 3-9
Elastisitas, Total Pendapatan dan Permintaan
Linear

P
TR
100

80

800

0 10 20 30 40 50 Q 0 10 20 30 40 50 Q
 3-10
Elastisitas, Total Pendapatan dan Permintaan
Linear

P
TR
100

80

60 1200

800

0 10 20 30 40 50 Q 0 10 20 30 40 50 Q
 3-11
Elastisitas, Total Pendapatan dan Permintaan
Linear

P
TR
100

80

60 1200

40

800

0 10 20 30 40 50 Q 0 10 20 30 40 50 Q
 3-12
Elastisitas, Total Pendapatan dan Permintaan
Linear

P
TR
100

80

60 1200

40

20 800

0 10 20 30 40 50 Q 0 10 20 30 40 50 Q
 3-13
Elastisitas, Total Pendapatan dan Permintaan
Linear

P
TR
100
Elastis
80

60 1200

40

20 800

0 10 20 30 40 50 Q 0 10 20 30 40 50 Q

Elastis
 3-14
Elastisitas, Total Pendapatan dan Permintaan
Linear

P
TR
100
Elastis
80

60 1200
inelastic
40

20 800

0 10 20 30 40 50 Q 0 10 20 30 40 50 Q

Elastis inelastic
 3-15
Elastisitas, Total Pendapatan dan Permintaan
Linear

P TR
100
Elastis Unit elastis
80 Unit elastis

60 1200
inelastic
40

20 800

0 10 20 30 40 50 Q 0 10 20 30 40 50 Q

Elastis inelastic
 3-16
Permintaan, Marginal Revenue (MR) dan
Elastisitas

P • Untuk suatu fungsi

100 permintaan linear,
Elastis
Unit elastis MR (Q) = a + 2bQ,
80
di mana b < 0.
60
• Ketika
inelastic
40 – MR > 0, permintaan
elastis;
20
– MR = 0, permintaan
unity elastis;
0 10 20 40 50 Q – MR < 0, permintaan
MR
inelastis.
Faktor-faktor yang mempengaruhi 3-17

Elastisitas Harga
– Ketersediaan Barang Pengganti
Semakin banyak tersedia barang pengganti, semakin
elastis permintaan.
– Waktu
• Permintaan cenderung lebih inelastis dalam jangka pendek
dibanding dalam jangka panjang.
• Waktu memungkinkan konsumen untuk mencari pengganti
yang tersedia.
– Alokasi pengeluaran
• Barang yang merupakan bagian kecil dari anggaran konsumen
cenderung lebih elastis daripada barang yang konsumen
menghabiskan sebagian besar pendapatan mereka.
 3-18
Elastisitas Harga Silang
(Cross-Price Elasticity)

d
%QX
EQX , PY 
%PY

Jika EQ > 0, maka X dan Y adalah pengganti.

X , PY

Jika EQX, PY < 0, maka X dan Y adalah pelengkap.

 3-19

Elastisitas Pendapatan

d
%QX
EQX , M 
%M

Jika EQX, M > 0, maka X adalah barang normal.

Jika EQX, M < 0, maka X adalah barang inferior.
 3-20

Penggunaan Elastisitas

• Harga.
• Mengelola arus kas.
• Dampak dari perubahan harga pesaing.
• Dampak booming ekonomi dan resesi.
• Dampak kampanye iklan.
• Dan banyak lagi!
 3-21

Contoh 1: Harga dan Arus Kas

• Menurut Laporan FTC oleh Michael Ward, AT
& T's elastisitas permintaan harga (sendiri)
untuk layanan jarak jauh adalah -8,64.
• AT & T perlu meningkatkan pendapatan
dalam rangka memenuhi tujuan pemasaran.
• Untuk mencapai tujuan ini, apakah AT & T
menaikkan atau menurunkan harga?
 3-22

Jawaban: Lower price!

• Karena permintaan elastis, penurunan harga
akan meningkatkan kuantitas yang diminta
dengan persentase yang lebih besar dari
penurunan harga, menghasilkan lebih banyak
pendapatan untuk AT & T.
 3-23

Example 2: Quantifying the Change

• Jika AT & T menurunkan harga sebesar 3

persen, apa yang akan terjadi dengan
volume panggilan telepon jarak jauh yang
disalurkan melalui AT & T?
 3-24

Jawaban
• Panggilan akan meningkat 25,92 persen!
d
% Q X
EQX , PX  8.64 
%PX
d
%QX
 8.64 
 3%
 3%    8.64  %QX
d

d
%QX  25.92%
 3-25

Contoh 3: Dampak perubahan

harga pesaing
• Menurut Laporan FTC oleh Michael Ward, AT
& T's elastisitas harga silang terhadap
permintaan layanan jarak jauh adalah 9.06.
• Jika pesaing menurunkan harga mereka
sebesar 4 persen, apa yang akan terjadi pada
permintaan layanan AT & T?
 3-26

Jawaban
• Permintaan AT & T's akan turun sebesar 36,24 %

d
%QX
EQX , PY  9.06 
%PY
d
%QX
9.06 
 4%
d
 4%  9.06  %QX
d
%QX  36.24%
 3-27

Interpretasi Fungsi Permintaan

• Fungsi Permintaan representasi matematis dari
kurva permintaan.
• Contoh:
d
QX  10  2 PX  3PY  2M

– Hukum permintaan (koefisien PX negatif).

– X dan Y merupakan barang substitusi (koefisien PY
positif).
– X adalah barang inferior (koefisien M negatif).
 Homework !
Nomor 1
• You have just opened a new grocery store. Every
item you carry is generic (generic beer, generic
bread, generic chicken, etc.). You recently read
an article in the Wall Street Journal reporting
that the price of recreation is expected to
increase by 15 percent. How will this affect your
store’s sales of generic food products?
• Problem 3.1 page 86 Bayes
 Jawaban no 1
•• Misalkan
  nilai elastisitas harga silang antara makanan dan
rekreasi adalah 0,15. Insert ke dalam formula, maka
diperoleh hasil: d
%QX
EQX , PY 
%PY
• 0,15 , diperoleh = 2,25
• Karena makanan dan rekreasi adalah substitusi, maka
kenaikan harga rekreasi sebesar 15% diharapkan dapat
meningkatkan permintaan terhadap makanan sebesar 2,25%
 Nomor 2
• Suppose a restaurant earns $4,000 per week in
revenues from hamburger sales ( product X) and
$2,000 per week from soda sales (product Y).
Thus, Rx $4,000 and Ry $2,000. If the own price
elasticity of demand for burgers is EQx,Px = 1.5 and
the cross-price elasticity of demand between
sodas and hamburgers is EQy,Px = 4.0, what would
happen to the firm’s total revenues if it reduced
the price of hamburgers by 1 percent?
• Page 87 Bayes paragraf akhir
 Jawaban No 2
• Plugging these numbers into the above formula reveals:
ΔR = [$4,000(1 - 1.5) + $2,000(-4.0)](-1%)
= $20 + $80 = $100

In other words, lowering the price of hamburgers 1 percent

increases total revenues by $100. Notice that $20 of this increase
comes from increased burger revenues (the demand for burgers
is elastic, so the reduction in the price of burgers increases
hamburger revenues) and $80 of the increase is from additional
soda sales (the demand for soda increases by 4 percent,
resulting in additional revenues of $80 from soft drink sales).
Nomor 3
• At the close of the last century, increases in the price of gasoline
led to decreases in demand for products that are complements for
gasoline, such as automobiles. The reason was that higher gasoline
prices moved consumers to substitute toward public
transportation, bicycling, and walking. An econometric study by
Patrick McCarthy provides quantitative information about the
impact of fuel costs on the demand for automobiles. One of the
more important determinants of the demand for automobiles is
the fuel operating cost, defined as the cost of fuel per mile driven.
The study reveals that for each 1 percent increase in fuel costs, the
demand for automobiles will decrease by 0.214 percent. A 10
percent increase in the price of gasoline increases the cost of fuel
per mile driven by 10 percent and thus reduces the demand for a
given car by 2.14 percent. What did automakers do during this
period to mitigate the negative impact of rising gasoline prices on
the demand for new automobiles? In Box page 87 Bayes
 Jawaban no 3
They made cars more fuel efficient. The results just
summarized imply that for every 10 percent increase in
fuel efficiency (measured by the increase in miles per
gallon), the demand for automobiles increases by 2.14
percent. Auto manufacturers could completely offset the
negative impact of higher gasoline prices by increasing the
fuel efficiency of new cars by the same percentage as the
increase in gasoline prices. In fact, by increasing fuel
efficiency by a greater percentage than the increase in
gasoline prices, they would actually increase the demand
for new automobiles.
 Nomor 4
The daily demand for Invigorated PED shoes is
estimated to be
Qxd = 100 - 3Px + 4Py - .01M + 2Ax
where Ax represents the amount of advertising
spent on shoes (X), Px is the price of good X, Py is
the price of good Y, and M is average income.
Suppose good X sells at $25 a pair, good Y sells at
$35, the company utilizes 50 units of advertising,
and average consumer income is $20,000.
Calculate and interpret the own price, cross-price,
and income elasticity of demand.
Page 91 Bayes Problem 3-3
 Jawaban n0 4
• To calculate the own price elasticity for linear demand, we use the formula
EQx, Pxax Px Qx
• Here ax3, and Px 25. The only other information we need to calculate the elasticity is the quantity
consumed of X. To find Qx, we substitute the given values of prices, income, and advertising into
the demand equation to get
Qxd =1003(25) 4(35) .01(20,000) 2(50) 65 units
• Hence the own price elasticity of demand is given by
…………………
• If Invigorated PED raises shoe prices, the percentage decline in the quantity demanded of its shoes
will be greater in absolute value than the percentage rise in price. Consequently, demand is elastic:
Total revenues will fall if it raises shoe prices.
Similarly, the cross-price elasticity of demand is
……………………..
• Since this is positive, good Y is a substitute for Invigorated PED shoes. The income elasticity of
demand for Invigorated PED’s shoes is
…………………..
• Invigorated PED’s shoes are inferior goods, since this is a negative number.