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Rianita Puspa Sari
Universitas Singaperbangsa Karawang
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Journal : Jurnal Optimalisasi

 1 
Analisis Brand Switching dan Penentuan Strategi Pemasaran Produk Bubble Tea Menggunakan Metode Markov Chain dan Game Theory Anisa Nur Azizah; Rianita Puspa Sari
Jurnal Optimalisasi Vol 7, No 1 (2021): April
Publisher : Universitas Teuku Umar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35308/jopt.v7i1.3275

Abstract

The emergence of various kinds of food and drinks that are packaged and presented in an attractive manner has made a change in the culinary business into a lifestyle part. One of the culinary businesses that is becoming a trend is boba. Boba products with well-known brands can easily be found in urban areas. Karawang as one of the industrial cities in Indonesia is experiencing rapid business development trends. This causes business actors and owners of the boba beverage brand to prepare a strategy to anticipate brand shifting to customers. This study aims to determine the brand shift in customers of  A products bubble tea and  B products bubble tea  which are one of the well-known brands of the boba business in Karawang, and to find out what strategies are appropriate so that business people can remain competitive and maintain customer loyalty. The use of the Markov Chain method to see the brand transfer to customers and the Game Theory method to find out strategies to win the competition. The results showed that the Market Share for  A product bubble tea was 0.401 and the  B product bubble tea was 0.599 with a business strategy that could be done, namely adding flavors at an affordable price.
Co-Authors Adi, Muhammad Adi Fatwa Aditya Febriantika Agusti Tresno Suwito Aji Agustian Suseno Ahmad Surahman Ajeng Alaya Putri Andarayani, Tita Andrian, Yupi Anisa Nur Azizah Anjani, Ratna Dewi Ardhana, Tangguh Rajasa Aria Dewanta Aulia Fashanah Hadining Aulia Fashanah Hadining Aulia Rahman Aviska Nuravianti Aviska Nuravianti Azizah, Rosida Azri Maya Monica Billy Nugraha Chairul Falah Cici Lestari Claodio, Antoni Darmawan, Bagas Achmad Dede Dede Dene Herwanto Deni Mahendra Deri Teguh Santoso Dewanta, Aria Dewi Ayuningtyas Dewi Puspita Dewi Puspita Dhea Vita Ramdhani Dika Almahdi Dimas Syaripudin Egar Naufal Ari Satya Eoudia Resa Andira Eva Fauziah Fadillah, Rayhan Fatimah Khilaliyah Azzahrha Fatimah Khilaliyah Azzahrha Fatwa, Muhammad Adi Fauzi Alfi Yasin Febri Aljabar Febriyani, Putri Fikriasih Wigati Fina Fadhila Achka Fina Fadhila Achka Gina Agnia Gita Yusvita Hadining, Aulia Fashanah Harlan, Kemal Hasanah, Kori Haudhi Alfi Yasin Hutajulu, Stepani Pricilia Ica Hoerunisa Ida Rinjani Ida Rinjani Indah Purnama Sari Jachsyun Adib Jaja Muhammad Zakaria Jamhari Jamhari Jauhari Arifin Kemal Harlan Kevin Simanjuntak Kirana Novana Krishna Purba, Syafa Fadhilla Kurnia, Mutiara Kusnadi Kusnadi Lestari, Cici Lintangjati Arum Suminar Lyoni Elisabet Marpaung Made Panji Teguh Santoso Mudzakir, Fahad Fadlillaahi Muhamad Dhika Rahma Fauzi Muhamad Taufiq Rachmat Muhamad Taufiq Rachmat Muhammad Aliwafa Muhammad Bima Agung Muhammad Bima Agung Muhammad Jodi Ramadhan Sumantri Muhammad Mughni Muhammad Ridwan Nabila, Aditia Ayu Rahma Nauli, Deviana Nofatiyassari, Resa Nugraha, Asep Erik Nugraha, Asep Erik Nuraeni Nuraeni Nuraeni Nuraeni Pasaribu, Tigor Gabriel Perdana, MS Adhiarsya Prastiyo, Muhammad Rizky Puti Annisa Nowira Rachmat, Muhamad Taufiq Rahman Saleh Ramadan, Radif Rayshita Dewi, Syafira Inzani Rianti, Winda Rifah Alfaini Rika Yayu Agustini Ristianti, Desi Riswanto, Reza Rizki, Muhammad Fahrizal Ryano Alderio Saeful Jamal Santosa, Aa Saputra, Fadillah Anugrah Savariyani, Eva Septi Aditya Wulandari Setiani, Ratri Apri Sigma Asarela Suci, Farradina Choria Suhono Suhono Suhono Suhono, Suhono Sukanta Tangguh Rajasa Ardhana Wahid, Taufik Nur Wahyudin Wahyudin Wahyudin Wahyudin Wahyudin Wahyudin Wahyudin Wahyudin Wijoyo, Ujang Bagus Vikondani Castro Winarno Winarno Winarno Winarno Winda Rianti Windra Putra Windra Putra Wisnu Arimurti Wulandari, Septi Aditya Yasir Arafat Yoane Rahmanita Mulyani Yuliandi, Fidy Febryan Muthfy