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All Journal TEKMAPRO Journal of Industrial Engineering and Management Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Madura OPERATION EXCELLENCE: Journal of Applied Industrial Engineering Sistemasi: Jurnal Sistem Informasi Briliant: Jurnal Riset dan Konseptual Journal of Industrial Engineering Management PROZIMA (Productivity, Optimization and Manufacturing System Engineering) EKONOMIS : Journal of Economics and Business Aptisi Transactions on Technopreneurship (ATT) JURNAL Al-AZHAR INDONESIA SERI SAINS DAN TEKNOLOGI Academia Open Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Nusantara Science and Technology Proceedings Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Indonesian Journal of Industrial Engineering & Management Juminten : Jurnal Manajemen Industri dan Teknologi JOURNAL LA MEDIHEALTICO Journal La Multiapp Humantech : Jurnal Ilmiah Multidisiplin Indonesia Indonesian Journal of Innovation Studies Jurnal Sains dan Teknologi Jurnal Algoritma Jurnal Teknik Mesin, Industri, Elektro dan Informatika Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS Jurnal Manajemen Riset Inovasi Jurnal Ekonomi Manajemen Akuntansi Jurnal Kendali Teknik dan Sains Scientica: Jurnal Ilmiah Sains dan Teknologi Jurnal Sains dan Teknologi ABDI UNISAP: Jurnal Pengabdian Kepada Masyarakat Jurnal Abdimas Peradaban Venus: Jurnal Publikasi Rumpun Ilmu Teknik Advance Sustainable Science, Engineering and Technology (ASSET) INOVTEK Polbeng - Seri Informatika Spektrum Industri
Enny Aryanny
Program Studi Teknik Industri Fakultas Teknik Universitas Pembangunan Nasional “Veteran” Jawa Timur
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Analysis of Optimum Marketing Strategy with Game Theory (Case Study: Marketplace Indonesian) Anastasya Nabila Sari; Enny Aryanny
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6099

Abstract

The increasing number of pandemic cases in early 2021, has made online trading (marketplace) more widespread, making competition for marketplace companies getting tighter. Marketing strategy competition can be tested with a game theory approach. This study aims to determine the optimum marketing strategy in the marketplace so as to increase market share. From the data processing on the payoff matrix, there is no saddle point where the maximum value is not the same as the minimum value so that the pure strategy is not the optimum strategy. Furthermore, the data is processed using the POM-QM program to determine the value of the most optimum marketing strategy for each marketplace. Get games between marketplaces using a mixed strategy. In the Shopee and Tokopedia games, the optimal game value is 9%. In the second game, Shopee and Lazada, the optimal game value is 10%. In Shopee and Bukalapak games, the optimal game value is 8%. In the Shopee and Blibli games, the optimal game value is 16%. In the Tokopedia and Lazada games, the optimal game value is 10%. In the Tokopedia and Bukalapak games, the optimal game value is 9%. In the Tokopedia and Blibli games, the optimal game value is 9%. In the Lazada and Bukalapak games, the optimal game value is 11%. In the Lazada and Blibli games, the optimal game value is 13%. In the last game, Bukalapak and Blibli, the optimal game value was 14%.
Co-Authors Ahmad Rizki A Ahmad, Dzaki Syahriar Aiful Firmansyah Aiful Firmansyah Ais Nur Rohkma Alif B. C. Putra Alrianto, Wahyu Putra Anastasya Nabila Sari Anna Nikmatulloh Ari, M. Husin As Asyor Itaar Atim Puji Lesmono Bayyinah Baitil Brivan Ardhandy Studynka Candra Puspita Alfalis Saputri Della Puspita, Fannysah Destalia, Riris Dwi Budi Santoso Dwi Prasetyo Dwi Qomariah Arifin Dwi Sugiarti Dwi Sukma Donoriyanto Erlina Purnamawati Erlina Purnamawaty Erwansyah, Mohammad Septian Faisal Fahmi Fasya Farel, Febrian Muhammad Fitria Novitasari Furqoni, Alzain Intan Ganendra, Devara Priya Ghufron, Muhammad Zhaki Hakim Gusti, Mohamad Lukman Harashta, Hafidz Raif Idris, Mukandar Irawan, Michael Aria Iriani Iriani Iriani Iriani Iriani Islami, Mega Cattleya Prameswari Annissaa Izhaq, Dhuha Cahya Jordyan A. Cahyono Lailatul Rohmah Minto Waluyo Moch. Yusuf Efendi Mochammad Daffa Amanullah Moh Rizky Ainul Yakin Moh Rizky Ainul Yakin Muhammad Faiz Fadilah Muhammad Faiz Fadilah Muhammad Niqey Dzi Qolbin Saliem Mulyani, Mochammad Raihan Muttaqin, Nashrotul Ummah Al Nabila Sari, Anastasya Nufaisah, Nurah Nugroho, Ayyasy Nur Rohkma, Ais PAMUNGKAS, CATUR ARTA Pangestu, Bilal Setiyo Paramitha, Aditya Pramesty Puteri Pertiwi Pramesty Puteri Pertiwi Prashodang, Tryandika Rizkat Pratama, Inggrid Bella Pudji W., Endang Putri, Fadilla Umeida Putri, Pramisyela Adinda Ragil Kusuma Jati Ratnaningsih, Laxmi Reka Nur Aini Reka Ridho Awang Sudrajat Riris Destalia Rizkyllah, Arya Bagus Rizqi Novita Sari Rizqi Novita Sari ROHMAH, LAILATUL Sabrina, Vina Safirin, Mohammad Tutuk Samanhudi, Didi Sarah Monica Christine Panjaitan Setiawan, M. Frizky Feri Setyabudi, Sugeng Sumiati Sumiati Widjajati, Endang Pudji Yulio Adrianus Yupiya Dwi Nur Ariska Yupiya Dwi Nur Ariska Yusuf , Rafly Bachtiar Yusuf Drajat Kurniawan