ANALISIS STRATEGI PEMASARAN DALAM PERSAINGAN PERUSAHAAN MARKETPLACE ANTARA TOKOPEDIA, SHOPEE, DAN LAZADA MENGGUNAKAN GAME THEORY

Ameli, Rika and Wijayanti, Hagni and Widyastiti, Maya (2022) ANALISIS STRATEGI PEMASARAN DALAM PERSAINGAN PERUSAHAAN MARKETPLACE ANTARA TOKOPEDIA, SHOPEE, DAN LAZADA MENGGUNAKAN GAME THEORY. Skripsi thesis, Universitas Pakuan.

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Abstract

Abstract: Technological developments and economic progress in the digital era 4.0 have led to increased competition between companies for consumers. The type of e-commerce developing in Indonesia is a marketplace. Marketplaces need to formulate strategies to win market competition, these strategies can be determined through the concept of game theory with the simplex method. The purpose of this study is to determine the attributes of the optimal marketing strategy specifically for Tokopedia, Shopee, and case studies of residents in the Cileungsi District. Data collection uses primary data by distributing online questionnaires and using non-probability sampling technique, namely accidental sampling, due to pandemic conditions. it is difficult to meet directly with respondents, so that someone who is taken as a sample in the study based on the spontaneity factor or that person sees the status on the author's social media and assumes that the person has information that matches the characteristics needed for research. Alternative marketing strategies used are price, product quality, security, design appearance, availability of expeditions, promos and completeness of facilities. The results of the Shopee-specific optimal strategy are promo strategies, complete facilities, design displays and security. Optimal strategies for Tokopedia are security strategies, prices, promos, availability of expeditions. While the Lazada company's optimal strategy is the strategy of completeness of facilities, availability of expeditions, promos and display designs. Keywords: Game Theory, Simplex Method, Strategy, Optimal, Marketplace

Item Type: Thesis (Skripsi)
Subjects: Fakultas Ilmu Pengetahuan Alam dan Matematika > Matematika
Divisions: Fakultas Matematika dan Ilmu Pengetahuan Alam > Matematika
Depositing User: PERPUSTAKAAN FAKULTAS MATEMATIKA DAN ILMU PENGETAHUAN ALAM UNPAK
Date Deposited: 12 Sep 2022 07:40
Last Modified: 12 Sep 2022 07:40
URI: http://eprints.unpak.ac.id/id/eprint/4953

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