Strategi Pemasaran dengan Teori Permainan pada Usaha Minuman Street Boba dan Kamsia Boba

https://doi.org/10.35912/simo.v3i2.1388
Published: Oct 6, 2022

Abstract:

Purpose: The purpose of this study was to determine the optimal competition between the two beverage businesses.

Research Methodology: Collecting data using the questionnaire filling method and for data processing using queuing theory with pure strategy and dominant strategy.

Result: Then it is found that game theory in the competition between Street Boba and Kamsia Boba is said to be optimal if the variables/attributes of service, marketing, and packaging quality on Street Boba, as well as service, marketing, and packaging quality attributes on Kamsia Boba are said to be optimal.

Limitation: In this study, we will analyze the competition between the Street Boba and Kamsia Boba beverage businesses by using six attributes such as product, price, service, marketing, packaging quality, and labor.

Contribution: This research can contribute to economic and academic development. In terms of economics, this research can be used to understand a good marketing strategy for business actors. And in the academic field, it can be used by academics to learn more about the methods used.

Keywords:
1. Management
2. cash waqf
3. MSME
Authors:
1 . Rina Nurhidayati
2 . Nur Arifiya
3 . Agus Setiawan
4 . Rifti Larasakti
5 . Heriansyah Heriansyah
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How to Cite
Nurhidayati, R. ., Arifiya, N. ., Setiawan, A. ., Larasakti, R. ., & Heriansyah, H. (2022). Strategi Pemasaran dengan Teori Permainan pada Usaha Minuman Street Boba dan Kamsia Boba . Studi Ilmu Manajemen Dan Organisasi, 3(2), 303–314. https://doi.org/10.35912/simo.v3i2.1388
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Issue & Section
Vol. 3 No. 2 (2022): Oktober
Articles
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References

    Almaida, A., & Saputra, D. H. (2021). Pengaruh Manfaat Utilitarian dan Manfaat Hedonis serta Status Sosial terhadap Keputusan Perpindahan Merek dari Televisi Kabel ke Netflix. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 49–59. https://doi.org/10.35912/jbpd.v1i1.280

    Anggraini, D., Mujib, M., & Putra, N. W. (2017). Aplikasi Logika Fuzzy dalam Teori Permainan untuk Menentukan Strategi Pemasaran (Studi Kasus?: Persaingan Alfamart dan Indomaret). Prosiding Seminar Nasional Matematika dan Pendidikan Matematika 2017 (pp. 81-87). Lampung: UIN Raden Intan Lampung. Retrieved from https://proceedings.radenintan.ac.id/index.php/pspm/article/view/24/20

    Audina, E., Yundari, & Partiwi, W. B. (2019). Analisis Strategi Optimasi Menggunakan Program Linear dan Teori Permainan (Studi Kasus : Penggunaan Laptop Oleh Mahasiswa Jurusan Matematika FMIPA UNTAN). Buletin Ilmiah Mat. Stat. dan Terapannya (Bimaster), 8(1), 125-132. doi:http://dx.doi.org/10.26418/bbimst.v8i1.30691

    Bhuiyan, B. A. (2016). An Overview of Game Theory and Some Applications. Bangladesh Journals Online Philosophy and Progress, LIX-LX(1-2), 111-128. doi:https://doi.org/10.3329/pp.v59i1-2.36683

    Canbolata, E. O., Beraha, A., & Bas, A. (2016). Application of Evolutionary Game Theory to Strategic Innovation. 12th International Strategic Management Conference, ISMC 2016, 28-30 October 2016, Antalya,, 235, pp. 685-693. doi:https://doi.org/10.1016/j.sbspro.2016.11.069

    Dasari, V. S., Kantarci, B., Pouryazdan, M., Foschini, L., & Girolami, M. (2020). Game Theory in Mobile CrowdSensing: A Comprehensive Survey. Sensors 2020, 2055, 20(7), 1-23. doi:https://doi.org/10.3390/s20072055

    Debnath, A., Bandyopadhyay, A., Roy, J., & Kar, S. (2018). Game Theory Based Multi Criteria Decision Making Problem Under Uncertainty: A Case Study On Indian Tea Industry. Journal of Business Economics and Management, 19(1), 154–175. doi:https://doi.org/10.3846/16111699.2017.1401553

    Farooqui, A. D., & Niazi, M. A. (2016). Game theory models for communication between agents: a review. Complex Adaptive Systems Modeling, 4(13), 1-31. doi:10.1186/s40294-016-0026-7

    Guerrien, B. (2018, March 20). On the current state of game theory. real-world economics review(83), 35-44. Retrieved from http://www.paecon.net/PAEReview/issue83/Guerrien83.pdf

    Hafiza Tri Murti, Veny Puspita, & Puspa Ratih. (2021). Pemanfaatan Teknologi Informasi dan Manajemen Perubahan Organisasi dalam Mendukung Bisnis Berkelanjutan Pasca Covid-19 pada UMKM di Kota Bengkulu. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 33–41. https://doi.org/10.35912/jbpd.v1i1.450

    Hutamy, E. T., Marham, A., Alisyahbana, A. N. Q. A., Arisah, N., & Hasan, M. (2021). Analisis Penerapan Bisnis Model Canvas pada Usaha Mikro Wirausaha Generasi Z . Jurnal Bisnis Dan Pemasaran Digital, 1(1), 1–11. https://doi.org/10.35912/jbpd.v1i1.453

    Laila, A. N., & Trifiyanto, K. (2021). Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi, 3(2), 251-259. doi:10.32639/jimmba.v3i2.783.

    Malmal, K., & Shiri, N. (2021). Importance of Water in Iran, Using Game Theory. Journal of Engineering in Industrial Research, 2(1), 28-35. doi:10.22034/jeires.2021.269505.1023

    Mas’adah, Asngadi, & Hirmantono, A. (2021). Strategi Pemasaran UMKM di Masa Pandemi Covid-19: Studi Kasus UMKM di Kawasan Pondok Pesantren Darul ’Ulum Jombang. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 43–48. https://doi.org/10.35912/jbpd.v1i1.452

    Permata, C., & Lukmandono. (2019). ANALISA STRATEGI PEMASARAN KREDIT MENGGUNAKAN GAME THEORY. Seminar Nasional Hasil Penelitian dan Pengabdian kepada Masyarakat UNIPMA (pp. 302-308). Madiun: LPPM Universitas PGRI Madiun. Retrieved from http://prosiding.unipma.ac.id/index.php/SNHP/article/view/803/774

    Rahmawati, D., Antoni, D., & Kurniawan. (2021). Faktor-faktor UMKM dalam Mengadopsi E-Market di Kabupaten Ogan Ilir. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 13–31. https://doi.org/10.35912/jbpd.v1i1.455

    Raj, J. S. (2020). Machine Learning Implementation in Cognitive Radio Networks with Game-Theory Technique. J. Sustain. Wireless Syst., 2(2), 68- 75. doi:https://doi.org/10.36548/jsws.2020.2.002

    Roth, A. E., & Wilson, R. B. (2019, Summer). How Market Design Emerged from Game Theory: A Mutual Interview. Journal of Economic Perspectives, 33(3), 118-143. doi:10.1257/jep.33.3.118

    S., R. A., & Rusindiyanto. (2018). Analisis Toeri Permainan dan SWOT untuk Penentuan Strategi Pemasaran Handphone (Study Kasus di Sidoarjo). Tekmapro: Journal of Industrial Engineering and Management, 13(2), 1-8. doi:https://doi.org/10.33005/tekmapro.v13i2.36

    Saifuddin, A., Tastrawati, N. K., & Sari, K. (2018, Mei). Penerapan Konsep Teori Permainan (Game Theory) dalam Pemilihan Strategi Kampanye Politik (Studi Kasus : Strategi Pemenangan Pemilukada DKI Jakarta Tahun 2017). E-Jurnal Matematika, 7(2), 173-179. doi:https://doi.org/10.24843/MTK.2018.v07.i02.p200

    Sodik, A., & Musthofa, M. W. (2018, Juni 1). Analisis Strategi Penyebaran Agama-Agama di Indonesia dari Pra Hingga Era Modern dengan Pendekatan Teori Permainan Matematika. Hisbah: Jurnal Bimbingan Konseling dan Dakwah Islam, 15(1), 99-114. doi:https://doi.org/10.14421/hisbah.2018.151-08

    Wijayati , D., & Supriyadi, E. (2021, Mei). Aplikasi Teori Permainan Dalam Penentuan Strategi Pemasaran Program Studi Teknik Informatika dan Teknik Industri. E-Jurnal Matematika, 10(2), 131-136. doi:https://doi.org/10.24843/MTK.2021.v10.i02.p332

    Windasari, W., & Zakiyah, T. (2020). Analisis Game Theory pada Strategi Bersaing Grab dan Go-Jek di Kabupaten Kebumen. PRISMA, Prosiding Seminar Nasional Matematika 3 (pp. 194-198). Jurusan Matematika, Universitas Negeri Semarang. doi:10.32639/fokusbisnis.v18i2.329.

    Yuni, S. M., Rusdiana, S., & Isnardi. (2018, Desember). Strategi Pemasaran Warung Kopi di Kota Banda Aceh. Journal of Data Analysis, 1(2), 49-63. Retrieved from http://jurnal.unsyiah.ac.id/JDA/article/view/12207/pdf

    Zhiwen, Z., Yujun, X., Junxing, L., Limin, G., & Long, W. (2020). Supply Chain Logistics Information Collaboration Strategy Based on Evolutionary Game Theory. IEEE Access, 8. doi:10.1109/ACCESS.2020.2978943

  1. Almaida, A., & Saputra, D. H. (2021). Pengaruh Manfaat Utilitarian dan Manfaat Hedonis serta Status Sosial terhadap Keputusan Perpindahan Merek dari Televisi Kabel ke Netflix. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 49–59. https://doi.org/10.35912/jbpd.v1i1.280
  2. Anggraini, D., Mujib, M., & Putra, N. W. (2017). Aplikasi Logika Fuzzy dalam Teori Permainan untuk Menentukan Strategi Pemasaran (Studi Kasus?: Persaingan Alfamart dan Indomaret). Prosiding Seminar Nasional Matematika dan Pendidikan Matematika 2017 (pp. 81-87). Lampung: UIN Raden Intan Lampung. Retrieved from https://proceedings.radenintan.ac.id/index.php/pspm/article/view/24/20
  3. Audina, E., Yundari, & Partiwi, W. B. (2019). Analisis Strategi Optimasi Menggunakan Program Linear dan Teori Permainan (Studi Kasus : Penggunaan Laptop Oleh Mahasiswa Jurusan Matematika FMIPA UNTAN). Buletin Ilmiah Mat. Stat. dan Terapannya (Bimaster), 8(1), 125-132. doi:http://dx.doi.org/10.26418/bbimst.v8i1.30691
  4. Bhuiyan, B. A. (2016). An Overview of Game Theory and Some Applications. Bangladesh Journals Online Philosophy and Progress, LIX-LX(1-2), 111-128. doi:https://doi.org/10.3329/pp.v59i1-2.36683
  5. Canbolata, E. O., Beraha, A., & Bas, A. (2016). Application of Evolutionary Game Theory to Strategic Innovation. 12th International Strategic Management Conference, ISMC 2016, 28-30 October 2016, Antalya,, 235, pp. 685-693. doi:https://doi.org/10.1016/j.sbspro.2016.11.069
  6. Dasari, V. S., Kantarci, B., Pouryazdan, M., Foschini, L., & Girolami, M. (2020). Game Theory in Mobile CrowdSensing: A Comprehensive Survey. Sensors 2020, 2055, 20(7), 1-23. doi:https://doi.org/10.3390/s20072055
  7. Debnath, A., Bandyopadhyay, A., Roy, J., & Kar, S. (2018). Game Theory Based Multi Criteria Decision Making Problem Under Uncertainty: A Case Study On Indian Tea Industry. Journal of Business Economics and Management, 19(1), 154–175. doi:https://doi.org/10.3846/16111699.2017.1401553
  8. Farooqui, A. D., & Niazi, M. A. (2016). Game theory models for communication between agents: a review. Complex Adaptive Systems Modeling, 4(13), 1-31. doi:10.1186/s40294-016-0026-7
  9. Guerrien, B. (2018, March 20). On the current state of game theory. real-world economics review(83), 35-44. Retrieved from http://www.paecon.net/PAEReview/issue83/Guerrien83.pdf
  10. Hafiza Tri Murti, Veny Puspita, & Puspa Ratih. (2021). Pemanfaatan Teknologi Informasi dan Manajemen Perubahan Organisasi dalam Mendukung Bisnis Berkelanjutan Pasca Covid-19 pada UMKM di Kota Bengkulu. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 33–41. https://doi.org/10.35912/jbpd.v1i1.450
  11. Hutamy, E. T., Marham, A., Alisyahbana, A. N. Q. A., Arisah, N., & Hasan, M. (2021). Analisis Penerapan Bisnis Model Canvas pada Usaha Mikro Wirausaha Generasi Z . Jurnal Bisnis Dan Pemasaran Digital, 1(1), 1–11. https://doi.org/10.35912/jbpd.v1i1.453
  12. Laila, A. N., & Trifiyanto, K. (2021). Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi, 3(2), 251-259. doi:10.32639/jimmba.v3i2.783.
  13. Malmal, K., & Shiri, N. (2021). Importance of Water in Iran, Using Game Theory. Journal of Engineering in Industrial Research, 2(1), 28-35. doi:10.22034/jeires.2021.269505.1023
  14. Mas’adah, Asngadi, & Hirmantono, A. (2021). Strategi Pemasaran UMKM di Masa Pandemi Covid-19: Studi Kasus UMKM di Kawasan Pondok Pesantren Darul ’Ulum Jombang. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 43–48. https://doi.org/10.35912/jbpd.v1i1.452
  15. Permata, C., & Lukmandono. (2019). ANALISA STRATEGI PEMASARAN KREDIT MENGGUNAKAN GAME THEORY. Seminar Nasional Hasil Penelitian dan Pengabdian kepada Masyarakat UNIPMA (pp. 302-308). Madiun: LPPM Universitas PGRI Madiun. Retrieved from http://prosiding.unipma.ac.id/index.php/SNHP/article/view/803/774
  16. Rahmawati, D., Antoni, D., & Kurniawan. (2021). Faktor-faktor UMKM dalam Mengadopsi E-Market di Kabupaten Ogan Ilir. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 13–31. https://doi.org/10.35912/jbpd.v1i1.455
  17. Raj, J. S. (2020). Machine Learning Implementation in Cognitive Radio Networks with Game-Theory Technique. J. Sustain. Wireless Syst., 2(2), 68- 75. doi:https://doi.org/10.36548/jsws.2020.2.002
  18. Roth, A. E., & Wilson, R. B. (2019, Summer). How Market Design Emerged from Game Theory: A Mutual Interview. Journal of Economic Perspectives, 33(3), 118-143. doi:10.1257/jep.33.3.118
  19. S., R. A., & Rusindiyanto. (2018). Analisis Toeri Permainan dan SWOT untuk Penentuan Strategi Pemasaran Handphone (Study Kasus di Sidoarjo). Tekmapro: Journal of Industrial Engineering and Management, 13(2), 1-8. doi:https://doi.org/10.33005/tekmapro.v13i2.36
  20. Saifuddin, A., Tastrawati, N. K., & Sari, K. (2018, Mei). Penerapan Konsep Teori Permainan (Game Theory) dalam Pemilihan Strategi Kampanye Politik (Studi Kasus : Strategi Pemenangan Pemilukada DKI Jakarta Tahun 2017). E-Jurnal Matematika, 7(2), 173-179. doi:https://doi.org/10.24843/MTK.2018.v07.i02.p200
  21. Sodik, A., & Musthofa, M. W. (2018, Juni 1). Analisis Strategi Penyebaran Agama-Agama di Indonesia dari Pra Hingga Era Modern dengan Pendekatan Teori Permainan Matematika. Hisbah: Jurnal Bimbingan Konseling dan Dakwah Islam, 15(1), 99-114. doi:https://doi.org/10.14421/hisbah.2018.151-08
  22. Wijayati , D., & Supriyadi, E. (2021, Mei). Aplikasi Teori Permainan Dalam Penentuan Strategi Pemasaran Program Studi Teknik Informatika dan Teknik Industri. E-Jurnal Matematika, 10(2), 131-136. doi:https://doi.org/10.24843/MTK.2021.v10.i02.p332
  23. Windasari, W., & Zakiyah, T. (2020). Analisis Game Theory pada Strategi Bersaing Grab dan Go-Jek di Kabupaten Kebumen. PRISMA, Prosiding Seminar Nasional Matematika 3 (pp. 194-198). Jurusan Matematika, Universitas Negeri Semarang. doi:10.32639/fokusbisnis.v18i2.329.
  24. Yuni, S. M., Rusdiana, S., & Isnardi. (2018, Desember). Strategi Pemasaran Warung Kopi di Kota Banda Aceh. Journal of Data Analysis, 1(2), 49-63. Retrieved from http://jurnal.unsyiah.ac.id/JDA/article/view/12207/pdf
  25. Zhiwen, Z., Yujun, X., Junxing, L., Limin, G., & Long, W. (2020). Supply Chain Logistics Information Collaboration Strategy Based on Evolutionary Game Theory. IEEE Access, 8. doi:10.1109/ACCESS.2020.2978943