N.

GREGORY MANKIW
PRINCIPLES OF

ECONOMICS
Eighth Edition

CHAPTER
Monopolistic
16 Competition
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 Carilah jawaban atas pertanyaan-pertanyaan
ini:
• Struktur pasar apa yang terletak di antara
persaingan sempurna dan monopoli, dan apa ciri-
ciri mereka?
• Bagaimana perusahaan yang bersaing secara
monopolistik memilih harga dan kuantitas? Apakah
mereka memperoleh keuntungan ekonomi?
• Bagaimana persaingan monopolistik
mempengaruhi kesejahteraan masyarakat?
• Apa saja biaya dan manfaat sosial dari iklan?

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 Introduction
• Dua ekstrem
• Persaingan sempurna: banyak perusahaan,
produk identik
• Monopoli: satu perusahaan
• Persaingan tidak sempurna - di antara yang
ekstrim:
– Oligopoli: hanya sedikit penjual yang
menawarkan produk serupa atau identik.
– Persaingan monopolistik: banyak perusahaan
menjual produk yang serupa tetapi tidak identik.

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 Monopolistic Competition
• Karakteristik:
– Banyak penjual
– Diferensiasi produk
• Bukan pengambil harga; kurva D miring ke
bawah
– Masuk dan keluar gratis
• Nol keuntungan ekonomi dalam jangka
panjang
• Contoh persaingan monopolistik:
– Apartemen, buku, air kemasan, pakaian,
makanan cepat saji, klub malam
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 Comparisons
Perfect Monopolistic
Competition Competition Monopoly
Number of sellers Many Many One
Free entry/exit Yes Yes No
Long-run
economic profits Zero Zero Positive
The products No close
firms sell Identical Differentiated substitutes
Firm has market None;
power? price-taker Yes Yes
D curve Downward- Downward-
facing firm Horizontal sloping sloping
(market D)

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 Short Run Equilibrium
• Profit maximization in the short-run for the
monopolistically competitive firm:
– Produce the quantity where MR = MC
– Price: on the demand curve
– If P > ATC: profit
– If P < ATC: loss
– Similar to monopoly

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 A Monopolistically Competitive Firm Earning Profits
in the Short Run

The firm faces a Price

downward-sloping profit MC
D curve. P ATC

At each Q, MR < P. ATC

D
To maximize profit,
firm produces Q
MR
where MR = MC.
The firm uses the Q Quantity
D curve to set P.

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 A Monopolistically Competitive Firm
With Losses in the Short Run

Price
For this firm, MC
P < ATC losses ATC
at the output where
ATC
MR = MC.
P
The best this firm
can do is to D
minimize its losses. MR
Q Quantity

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 Long Run Equilibrium
• Jika perusahaan yang bersaing secara monopolistik
menghasilkan keuntungan dalam jangka pendek
– Perusahaan baru: insentif untuk memasuki pasar
• Tingkatkan jumlah produk
– Mengurangi permintaan yang dihadapi oleh setiap
perusahaan
• Kurva permintaan bergeser ke kiri; harga jatuh
– Setiap keuntungan perusahaan turun menjadi nol
• Jika kerugian dalam jangka pendek:
– Beberapa perusahaan keluar dari pasar, perusahaan
yang tersisa menikmati permintaan dan harga yang lebih
tinggi

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 A Monopolistic Competitor in the Long Run

Entry and exit occurs

until P = ATC and Price
MC
profit = zero.
ATC
Notice that the firm
P = ATC
charges a markup of
price over marginal markup
cost and does not D
produce at minimum MC MR
ATC. Q Quantity

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 Why Monopolistic Competition Is
Less Efficient than Perfect Competition
• Monopolistic competition
– Excess capacity: quantity is not at
minimum ATC (it is on the downward-
sloping portion of ATC)
– Markup over marginal cost: P > MC
• Perfect competition
– Quantity: at minimum ATC (efficient scale)
– P = MC

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 Welfare of Society
• Pasar yang kompetitif secara monopolistik
– Tidak memiliki semua properti
kesejahteraan yang diinginkan dari pasar
persaingan sempurna
• Sumber inefisiensi
– Markup harga di atas biaya marjinal
– Terlalu banyak atau terlalu sedikit entri
(jumlah perusahaan di pasar)
• Eksternalitas variasi produk
• Eksternalitas yang mencuri bisnis
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 Welfare of Society
• Markup, P> MC
• Kuantitas pasar <kuantitas yang efisien secara
sosial
• Kerugian bobot mati dari harga monopoli
• Eksternalitas variasi produk:
• Konsumen mendapatkan surplus ekstra dari
pengenalan produk baru
• Eksternalitas yang mencuri bisnis:
• Kerugian yang ditimbulkan oleh perusahaan yang
ada saat perusahaan baru memasuki pasar

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 Active Learning 1 Advertising
1. Sejauh ini, kita telah mempelajari tiga
struktur pasar: persaingan sempurna,
monopoli, dan persaingan monopolistik.
Dalam masing-masing ini, apakah Anda
berharap melihat perusahaan
mengeluarkan uang untuk mengiklankan
produk mereka? Mengapa atau mengapa
tidak?
2. Apakah periklanan baik atau buruk dari
sudut pandang masyarakat? Coba pikirkan
setidaknya satu "pro" dan “con".
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 Advertising
• Insentif untuk beriklan
• Ketika perusahaan menjual produk yang dibedakan dan
menetapkan harga di atas biaya marjinal
• Beriklanlah untuk menarik lebih banyak pembeli

• Belanja iklan
• Barang dengan diferensiasi tinggi: 10-20% dari pendapatan
• Produk industri: Sedikit iklan
• Produk homogen: Tidak ada iklan

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 Advertising
• Dalam industri yang kompetitif secara monopolistik
• Diferensiasi produk dan harga markup secara
alami mengarah pada penggunaan iklan

• Semakin dibedakan produknya

• Semakin banyak perusahaan periklanan membeli
• Ekonom tidak setuju tentang nilai sosial dari iklan:
• Membuang-buang sumber daya?
• Tujuan yang berharga?

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 The Critique of Advertising
• Perusahaan beriklan untuk memanipulasi selera
orang
• Psikologis daripada informasional
• Menciptakan keinginan yang mungkin tidak ada

• Periklanan menghalangi persaingan

• Meningkatkan persepsi diferensiasi produk
• Mendorong loyalitas merek; markup yang lebih
tinggi
• Membuat pembeli kurang mementingkan
perbedaan harga antar barang sejenis
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 The Defense of Advertising
• Pertahanan periklanan
• Ini memberikan informasi yang berguna bagi pembeli
• Pembeli yang mendapat informasi lebih mudah
menemukan dan memanfaatkan perbedaan harga
• Persaingan periklanan dan mengurangi pendorong pasar

• Hasil studi terkemuka:

• Kacamata lebih mahal di negara bagian yang melarang
iklan oleh pembuat kacamata daripada di negara bagian
yang tidak membatasi iklan semacam itu

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 Advertising
• Beriklan sebagai sinyal kualitas
• Sedikit informasi yang jelas
• Informasi nyata yang ditawarkan - sinyal
• Kesediaan untuk menghabiskan banyak
uang
• jumlah uang
• = sinyal tentang kualitas produk
• Isi iklan = tidak relevan

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 Brand Names
• Di banyak pasar, produk bermerek hidup
berdampingan dengan produk generik.
• Nama-nama merek
• Belanjakan lebih banyak untuk iklan dan
kenakan harga yang lebih tinggi daripada
pengganti umum
• Terkait dengan periklanan, ada
ketidaksepakatan tentang ekonomi nama
merek…
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 Advertising
• Kritik nama merek
• Produk - tidak dibedakan
• Irasionalitas: konsumen bersedia
membayar lebih untuk nama merek
• Pembela nama merek
• Konsumen - informasi tentang kualitas
• Perusahaan - insentif untuk
mempertahankan kualitas tinggi untuk
melindungi reputasi nama merek mereka
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 Summary
• Pasar yang bersaing secara monopolistik
memiliki banyak perusahaan, produk yang
dibedakan, dan masuk bebas.
• Setiap perusahaan dalam pasar persaingan
monopolistik memiliki kapasitas berlebih —
ia menghasilkan kurang dari kuantitas yang
meminimalkan ATC. Setiap perusahaan
menetapkan harga di atas biaya marjinal.

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 Summary
• Persaingan monopolistik tidak memiliki
semua sifat kesejahteraan yang diinginkan
dari persaingan sempurna.
• Ada kerugian bobot mati yang disebabkan
oleh markup harga di atas biaya marjinal.
• Juga, jumlah perusahaan (dan varietasnya)
bisa jadi terlalu besar atau terlalu kecil.
• Tidak ada cara yang jelas bagi pembuat
kebijakan untuk meningkatkan hasil pasar.

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 Summary
• Diferensiasi produk dan harga markup mengarah
pada penggunaan iklan dan nama merek.
• Kritikus iklan dan nama merek berpendapat bahwa
perusahaan menggunakannya untuk mengurangi
persaingan dan memanfaatkan irasionalitas
konsumen.
• Pembela berpendapat bahwa perusahaan
menggunakannya untuk menginformasikan
konsumen dan untuk bersaing lebih keras dalam
harga dan kualitas produk.

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