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Envelope Curve Gambar 2.3 Envelope Curve
Perusahaan yang berada pada suatu industri mempunyai ukuran efisiensi usaha yang dilakukan, salah satunya melalui komponen biaya tetap (fixed cost), dimana jika perusahaan mempunyai struktur biaya tetap yang tinggi maka akan membuat pagu efisiensi maka perusahaan itu harus meningkatkan produksi dan penjualan untuk mampu menutup biaya tetap dan juga menjaga biaya rata-rata tetap rendah. Pada SRAC1, biaya rata-rata adalah pada tingkat AC1dengan output yang
dihasilkan adalah sebesar Q1. Pada tingkat ini, tingkat biaya rata-rata sangat tinggi sehingga akan menyebabkan margin keuntungan berkurang. Penurunan SRAC dari SRAC1 ke SRAC 2 akan menyebabkan tingkat biaya rata-rata turun pada level AC2 dengan tingkat produksi sebesar Q2. Tingkat SRAC yang paling efisien adalah pada tingkat SRAC3, yaitu saat LRMC memotong SRAC, dimana biaya rata-rata yang terbentuk adalah yang paling rendah dan efisien. Tingkat MES yang tinggi akan menjadi suatu restriksi bagi perusahaan baru yang akan masuk ke pasar maupun sebagai strategi perusahaan-perusahaan yang sudah ada untuk mengurangi rival yang ada di pasar. Penurunan MES akan memberikan ruang bagi perusahaan baru untuk masuk pasar hingga mencapai tingkat yang paling efisien.(
2.1.1.2 Perilaku (Conduct) Perilaku perusahaan mengacu pada tindakan yang mungkin dilakukan oleh perusahaan-perusahaan yang bersaing di pasar. Tindakan-tindakan dan kebiasaankebiasaan yang dilakukan oleh perusahaan biasanya dipengaruhi oleh karakteristik struktur industrinya.
Greer (1992) mengungkapkan bahwa perilaku adalah kebiasaan yang mengacu pada apa yang dilakukan oleh perusahaan-perusahaan yang berada di pasar terhadap tingkat harga, jumlah produksi, komoditi produksi, iklan dan promosi serta variabel lainnya.
Lebih lanjut lagi, perilaku perusahaan dikelompokkan menjadi dua kategori utama yaitu harga dan non harga. Kategori harga merupakan perilaku perusahaan yang baik secara langsung maupun tidak langsung berpengaruh terhadap harga. Komponen non-harga merupakan perilaku perusahaan yang berkaitan dengan periklanan (advertising), pengepakan, kualitas produksi, dll. Untuk melakukan analisis mengenai perilaku perusahaan biasanya diukur melalui variabel rasio modal terhadap tenaga kerja (Capital Labor Ratio/CLR). 5*2#&"' ( /"',," ( 1#)"4 ( 24:#- ( /*1.#:#9 ( /*'#,# ( &*1$# ( 2*',"':"&#)"&#' ( +#.B#( 9*1%)#.##'()*2#&"'(9#:#/(24:#-O(5*2#&"'(9#:#/(24:#-(#&#'(2*'"',&#/&#'(*N")"*')"( +#,"(9*1%)#.##'Q()*."',,#(2#29%(*N")"*'(:#1"(9*)#"','0#O(W#-("'"(:#9#/(2*2+%#/( 9#)#1 ( 2*'$#:" ( /*1&4')*'/1#)" ( #&"+#/ ( +#'0#&'0# ( 9*1%)#.##' ( 9*)#"','0# ( 0#', ( /":#&( *N")"*'(&*-%#1(:#1"(9#)#1O( A:#9%'(1%2%)(9*1."/%',#'(FTU(:#-#2(U4+*1/4(3-#ee#(67aaI8(0#"/%()*+#,#"(+*1"&%/(? ;%',)"(914:%&)"(0#',(+"#)#(:",%'#&#'(4-*.((914:%)*'(#:#-#.(+*'/%&(:#1"(F4++X !4%,-#)Q(0#"/% 6GO78 !*',#'(j(k(6IQ78Q($%2-#.(4%/9%/(0#',(:".#)"-&#'(#:#-#.(S(&*/"&#(2*',,%'#&#'( )*$%2-#.(C(:#'(T(:#1"(?;>51;=4624:#-8(:#'(=;C2346/*'#,#(&*1$#8O =9#.(/*'#,#(&*1$#(9*1($#2(#:#-#.(Q;K/46B8()*2*'/#1#()*B#(24:#-(2*29%'0#"(+"#0#( 3/614R3T 4( 9*1(%'"/(24:#-O (V%/9%/(S(:"$%#-(9#:#(/"',&#/ (.#1,#(9O()*9*1/" (0#', (&"/#( &*/#.%"(&4':")"(*N")"*')"(914:%&)"(2*2*1-%&#'( (:;3K56;=4>3278?15@51D(2<4?;>51;=(:#'( =;C23Q(E3T(:#'(E3C(2*2*'%."(9*1)#2##'(
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