CH 3 Demand Theory Ing-Indo

pp.
86-136
Chapter 3
Demand Theory
(Teori Permintaan)
The Demand for Commodity

Price Elasticity of Demand
Income Elasticity of Demand
Cross-price Elasticity of Demand
Using Elasticity's in Managerial Decision Making
3.1. The Demand for Commodity
An Individuals Demand for a Commodity
From Individual to Market Demand
The Demand Faced by a Firm
An Individual Consumers Demand

QdX = f(PX, I, PY, T)
QdX = quantity demanded of commodity X
by an individual per time period
PX = price per unit of commodity X
I = consumers income
PY = price of related (: substitute or
complementary) commodities
tastes
of
the
consumer
T=
Prepared by Robert F. Brooker, Ph.D.
Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Slide 2
Permintaan Individual Konsumen

QdX = Kuantitas yg diminta dari barang X
oleh individual pd waktu tertentu
PX = harga per unit barang X
I = pendapatan konsumen
PY = Harga barang yg terkait (: substitusi
atau saling melengkapi)
Selera
konsumen
T=
Slide 3
Law of Demand
There is an inverse relationship
between the price of a good and the
quantity of the good demanded per
time period.
Substitution Effect: QdX/PY > 0
Income Effect: inferior & normal goods
Slide 4
Hukum Permintaan
Hubungan yg berlawanan antara harga
brg dan jumlah brg yang diminta dlm
periode tertentu.
Dampak Substitusi: QdX/PY > 0 hub
positif)
Dampak Income: inferior & normal goods
Slide 5
Prices of Related Goods

The quantity of one goods that consumers plan to
buy does not depend only on the prices of that
goods. These related goods fall into two categories:
Substitute
a good that can be used in place of another
good TV Sharp VS TV Toshiba
Complement
a good used in conjunction with another
good Oil VS Car
Harga dari Barang Terkait

Jumlah suatu barang yg akan dibeli konsumen tidak
tergantung hanya pada harga saja. Barang
dikelompokkan dalam 2 katagori:
Substitusi
Suatu brg dpt digunakan utk menggantikan
brg lainnya TV Sharp VS TV Toshiba
Komplemen (Saling membutuhkan)
Suatu brg digunakan bersamaan dg barang
lainnya BBM VS Mobil
Income
Although an increase in income leads to an increase
in the demand for most goods, income does not lead
to an increase in the demand for all goods.
Normal Goods
goods that do increase in demand as
income increases
Inferior Goods
goods that decrease in demand as income
increases
Pendapatan
Walaupun kenaikkan pendapatan mengakibtkan
kenaikkan permintaan thd brg pd umumnya,
pendapatan
tidak
menyebabkan
kenaikkan
permintaan seluruh barang.
Barang Normal
Permintaan thd brg meningkat jika
pendapatan naik
Barang Inferior
Permintaan thd brg menurun jika
pendapatan meningkat.
Hukum Permintaan
Hubungan yang berlawanan antara
harga barang dan jumlah barang yang
diminta per satuan waktu.
Efek substitusi: QdX/PY > 0 (Dampak harga
barang subsitusi positif)
Efek pendapatan: inferior & normal goods (

negatif dan positif)
Slide 10
An Individuals Demand for a Commodity

Price
dx shifts to the right or to the left

due to change of consumers income
Income
P0
p. 90
Q0
Q1
Quantity
Slide 11
Permintaan Individual thd Komoditi

Price
Kurva permintaan bergeser ke kiri atau

ke kanan karena perobahan
tingkat pendapatan
Pendapatan
p. 90
P0
Q0
Q1
Quantity
Slide 12

QdX/PX < 0
Px Dx
QdX/I > 0 if a good is normal: I Dx

QdX/I < 0 if a good is inferior: I Dx
QdX/PY > 0 if X and Y are substitutes:
Py Dx
QdX/PY < 0 if X and Y are complements:
Py Dx
Slide 13
Market Demand Function

QDX = f(PX, N, I, PY, T)
QDX = quantity demanded of commodity X
PX = price per unit of commodity X
N = number of consumers on the
market
I=
consumer income
PY =
price of related (substitute or
complementary) commodity
T=
consumer tastes
Slide 14
Market Demand Curve

Horizontal summation of demand
curves of individual consumers
Bandwagon Effect: (keep up with the
Joneses)
Snob Effect: (exclusive) : buy fewer if many

people buy more
p. 92
Slide 15
Kurva Permintaan Pasar

Penjumlahan mendatar kurva
permintaan dari individual konsumen
Dampak Bandwagon: membeli karena
mengikuti selera orang lain
Dampak Snobis: membeli sedikit jika

banyak orang membeli barang tsb (exclusive)
p. 92
Slide 16
Horizontal Summation: From

Individual to Market Demand
Slide 17
Penjumlahan Mendatar: Dari Individual

menjadi Permintaan Pasar
Slide 18
Demand Faced by a Firm

Market Structure
p. 93
Monopoly: the sole producer

Oligopoly: a few firms in the industry (cigarettes)
Monopolistic Competition: many firms selling a differentiated
product in the industry Chapter 9 monopoly + competition
Perfect Competition: demand curve is horizontal; many sellers n

buyers
Type of Good
Durable Goods
Nondurable Goods
Producers Goods (D for capital equipment)- Derived Demand
(demand for inputs depends on D for goods)
Slide 19
Permintaan yg Dihadapi
Perusahaan
Struktur Pasar
p. 93
Monopoly: produsen tunggal: listrik, telepon, transportasi

Oligopoly: beberapa perusahaan dalam industry (rokok)
Persaingan Monopolistik: banyak perus menjual produk
terdiferensiasi atau heterogen Chapter 9 monopoly + competition

Perfect Competition: kurva permintaan horizontal; banyak penjual
dan pembeli
Tipe Barang
Barang tahan lama: mobil
Barang mudah rusak: makanan
Barang-barang produsen (peralatan modal, )- Permintaan
Turunan (permintaan thd inputs tergantung D thd barang)
Slide 20
Persaingan:
Ketersediaan kredit dan i permintaan
Slide 21
p.98
The Demand Function Faced by a Firm
3.2. Price Elasticity of Demand
Point Definition
(Point price elasticity
of demand)
Linear Function
Q / Q Q P
EP
P / P P Q
P
EP a1
Q
if Px = 0
See: p. 100
Slide 22
Fungsi D yang Dihadapi Perusahaan p.98
3.2.
PricePermintaan
Elasticity ofLinear
Demand
Fungsi
Point Definition
of demand)
Linear Function
Q / Q Q P
ETitik
P potong
P / P P Q
P
EP a1
Q
if Px = 0
See: p. 100
Slide 23
p.98

QDs = 7,609 1,606P + 59N + 947I + ---- s = sweet potatoes
N= 208,78; I= 3,19; Pw= 2,41; t= 24
Point Definition
of demand)
Linear Function
See: p. 100
Q / Q Q P
EP
P / P P Q
QDs = 19,306 1,606P
P
EP a1
Q
Ep = negative
See demand function

p. 96 a1 = -1,606
QDs at $7 = -7 x 1,606
+ 19,306 = 8,064
Ep = -1,606 (7/8,064) =
- 1,39 hal 103-104
Slide 24
p.98

(Elastisitas Permintaan thd Harga)
QDs = 7,609 1,606P + 59N + 947I + ---- hal 103
N= 208,78; I= 3,19; Pw= 2,41; t= 24
Q / Q Q P
EP
Definisi Titik:
P / P P Q
Elastisitas Titik Permintaan
thd Harga
QDs = 19,306 1,606P
Linear Function
P
EP a1
Q
Ep = negative
See demand function

p. 96 a1 = -1,606
QDs at $7 = -7 x 1,606
+ 19,306 = 8,064
Ep = -1,606 (7/8,064) =
- 1,39 hal 103-104
See: p. 100 5th ed

Slide 25

Elastisitas Permintaan thd Harga
Arc Definition
Q2 Q1 P2 P1
EP
P2 P1 Q2 Q1
Between two points on the demand curve: see Figure 3-4
p. 101
Slide 26

Q2 Q1 P2 P1
EP
P2 P1 Q2 Q1
Difinisi Busur
C
Antara dua titik pada

kurva D: see Figure 3-4
F
4
3
Hal 107
Ep = - 1,4
p. 101
200
300
hal 108
Completely Inelastic Demand Curve: = 0

Price per unit ($)
Slide 28
Completely Elastic Demand Curve: = -
Perfectly competitive firm

Dx = P = MR
Slide 29
Price Elasticity of Demand Varies Along

a Linear Demand Curve
Slide 30
Elastisitas Permintaan thd Harga Berbeda

Sepanjang Kurva Permintaan Linear
Slide 31
Marginal Revenue and Price

Elasticity of Demand
1
MR P 1
EP
Ep = -1 MR = 0
TR = P.Q
MR =
d(P.Q)
dQ
p. 103
= P + Q dP/dQ = P(1 + dP/dQ. Q/P)
Slide 32
Pendapatan Marginal dan

1
MR P 1
EP
Ep = -1 MR = 0
TR = P.Q
MR =
d(P.Q)
dQ
p. 103
= P + Q dP/dQ = P(1 + dP/dQ. Q/P)
Slide 33
Marginal Revenue and Price

PX
6
EP 1
p. 104
EP 1
EP 1
300
MRX
QX
Slide 34
Pendapatan Marginal dan

PX
6
EP 1
p. 104
EP 1
EP 1
300
MRX
QX
Slide 35
Marginal Revenue, Total

Revenue, and Price Elasticity
TR MR>0
MR<0
EP 1
EP 1
TR = P.Q
= 6Q - Q /100
MR = 6 Q/50
MR = 0 Q = 300
p. 104
EP 1 MR=0
300
QX
Slide 36
Pendapatan Marginal , Total

Pendapatan, & Elastisitas Harga
TR MR>0
MR<0
EP 1
EP 1
TR = P.Q
= 6Q - Q /100
MR = 6 Q/50
MR = 0 Q = 300
p. 104
EP 1 MR=0
300
QX
Slide 37
Relations Among Price

Elasticity and Marginal,
Average, and Total
Revenue
p. 104
Slide 38
Hubungan antara
Elastisitas Harga dan
Pendapatan Marginal,
Rata-rata, dan Total
p. 104
Slide 39
Determinants of Price
Demand for a commodity will be more
elastic if:
It has many close substitutes: sugar >< salt
It is narrowly defined: coke >< general soft drinks
More time is available to adjust to a
price change: gasoline
p. 106
Slide 40
Penentu dari Elastisitas

Permintaan thd Harga
Permitaan thd komoditi akan lebih elastik
jika:
Mempunyai banyak substitusinya: gula >< garam
Semakin sempit didifinisikan: coke >< minuman
ringan yg umum
Lebih panjang waktu yg tersedia untuk

menyesuaikan perobahan harga: bensin
p. 106
Slide 41
Determinants of Price
Demand for a commodity will be less
elastic if:
It has few substitutes
It is broadly defined
Less time is available to adjust to a
price change
p. 106
Slide 42
Penentu dari Elastisitas

Permintaan thd Harga
Permintaan thd komoditi akan kurang
elastis jika:
Substitusinya sedikit
Semakin luas komoditas didifinisikan:
coca-cola dan minuman ringan
Lebih singkat waktu untuk
menyesuaikan perobahan harga
p. 106
Slide 43
3-3 Income Elasticity of Demand
Point Definition
Q / Q Q I
EI
I / I
I Q
Linear Function
I
EI a3
Q
p. 108
Slide 44
3-3 Elastisitas Permintaan thd

Pendapatan
Definisi Titik
Q / Q Q I
EI
I / I
I Q
Fungsi Linear
I
EI a3
Q
p. 108
Slide 45
Income Elasticity of Demand

(Elastisitas Permintaan thd Pendapatan)
Arc Definition
Q2 Q1 I 2 I1
EI
I 2 I1 Q2 Q1
Normal Good
Inferior Good
EI 0
EI 0
Slide 46
Elastisitas Permintaan
thd Pendapatan
Definisi Busur
Q2 Q1 I 2 I1
EI
I 2 I1 Q2 Q1
Barang Normal
EI 0
Barang Inferior
EI 0
Slide 47
3-4 Cross-Price Elasticity of Demand

(Elastisitas Permintaan Silang thd Harga)
Point Definition
Linear Function
E XY
QX / QX QX PY
PY / PY
PY QX
E XY
PY
a4
QX
pp. 110 - 112

Slide 48
Cross-Price Elasticity of Demand

(Elastisitas Permintaan Silang thd Harga)
Arc Definition
Substitutes
E XY 0
E XY
QX 2 QX 1 PY 2 PY 1
PY 2 PY 1 QX 2 QX 1
Complements
E XY 0
Subsitutes: coffee-tea, electric-gass, cocacola-pepsi

Complements: coffee-sugar, car-fuel, hotdog-mustard
Slide 49
Other Factors Related to

Demand Theory
International Convergence of Tastes
Globalization of Markets
p. 117
Influence of International Preferences on
Market Demand
Growth of Electronic Commerce

Cost of Sales
p.118
Supply Chains and Logistics
Customer Relationship Management
Slide 50
Faktor lain yg terkait dengan

Teori Permintaan
Menyatunya selera secara internasional
Globalisasi pasar
p. 117
Pengaruh dari preferensi internasional thd
permintaan pasar
Berkembanganya perdagangan dengan

internet (e-commerce)
Biaya penjualan
Rantai pemasok dan Logistik
Manajemen hubungan pelanggan
p.118
Slide 51
CASE APPLICATION 3-2

QDs = 7,609 1,606Ps + 59N + 947I + 479Pw 271t
E XY
PY
a4
QX
p. 96
(3-4)
EXY = 479 (2.94/10,312) = 0.14
E XY
QX / QX QX PY
PY / PY
PY QX
Ps = $5.6; N= 150.73; I= 1.76; Pw= $2.94; t= 1 Qs= 10.312
Exy = 0.14
A 10 % increase in the price of white potatoes (Pw) would have
resulted in only a 1.4% increase in the demand of for sweet
potatoes (Qs)
X = Sweet ptts; Y = White ptts
p. 111
p. 111
LATIHAN
p. 128, # 2
Qc = 100.000 100Pc + 2.000N + 50I +30Pf 1.000Pg + 3A + 40.000Pi

Qc = Jumlah permintaan mobil Chevrolet
Pc = Harga mobil Chevrolet
N = Jumlah populasi/juta
(a) Tunjukkan perubahan
I = Pendapatan per kapita
permintaan Chevrolet setiap
Pf = Harga mobil Ford
perubahan indep. varibles
(b) Hitung Qc jika nilai indep
Pg = Harga BBM
variables adalah Pc N I ..
A = Biaya iklan Chevrolet
(c) Dapatkan persamaan kurva
Pi = Insentif kredit utk membeli Chevrolet/ %permintaan chevrolet
(d) Gambarkan butir (c)
hal 137
Answer: p.619
Slide 54
No. 8
Hal 138; p. 129
Koefisien Pendapatan dalam satu regresi dari

permintaan = 10
(a) Hitung elastisitas pendapatan pada pendapatan
$10.000,- dan penjualan 80.000 units
(b) Berapa elastisitas pendapatan jika penjualan naik
dari 80.000 menjadi 90.000 units dan pendapatan
naik dari $10.000 menjadi $11.000?
Q / Q Q I
EI
I / I
I Q
Q2 Q1 I 2 I1
EI
I 2 I1 Q2 Q1
Slide 55

CH 3 Demand Theory Ing-Indo

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pp.

The Demand for Commodity

An Individual Consumers Demand

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Permintaan Individual Konsumen

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Prepared by Robert F. Brooker, Ph.D.

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Dampak Income: inferior & normal goods

Prepared by Robert F. Brooker, Ph.D.

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Prices of Related Goods

Harga dari Barang Terkait

Efek pendapatan: inferior & normal goods (

Prepared by Robert F. Brooker, Ph.D.

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

An Individuals Demand for a Commodity

dx shifts to the right or to the left

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Permintaan Individual thd Komoditi

Kurva permintaan bergeser ke kiri atau

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

QdX = f(PX, I, PY, T)

QdX/I > 0 if a good is normal: I Dx

QdX/PY < 0 if X and Y are complements:

Prepared by Robert F. Brooker, Ph.D.

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Market Demand Function

Prepared by Robert F. Brooker, Ph.D.

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Market Demand Curve

Snob Effect: (exclusive) : buy fewer if many

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Kurva Permintaan Pasar

Dampak Snobis: membeli sedikit jika

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Horizontal Summation: From

Prepared by Robert F. Brooker, Ph.D.

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Penjumlahan Mendatar: Dari Individual

Prepared by Robert F. Brooker, Ph.D.

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Demand Faced by a Firm

Monopoly: the sole producer

Perfect Competition: demand curve is horizontal; many sellers n

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Monopoly: produsen tunggal: listrik, telepon, transportasi

terdiferensiasi atau heterogen Chapter 9 monopoly + competition

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Prepared by Robert F. Brooker, Ph.D.

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

3.2. Price Elasticity of Demand

Prepared by Robert F. Brooker, Ph.D.

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

Fungsi D yang Dihadapi Perusahaan p.98

Prepared by Robert F. Brooker, Ph.D.

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

3.2. Price Elasticity of Demand

Prepared by Robert F. Brooker, Ph.D.

See demand function

Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.

3.2. Price Elasticity of Demand

QDs = 19,306 1,606P