Marketing Strategy Analysis on Features Live Shopping with Game Theory (Case Study: Live Shopping Users in Surabaya City)
DOI:
https://doi.org/10.22441/ijiem.v4i3.20931Abstract
In business competition, it is necessary to have a strategy in dealing with competition as a tool to improve business quality so that an appropriate and optimal strategy is needed for companies to win market share. This research aims to determine the optimum marketing strategy for the live shopping marketplace features of Shopee, Tokopedia, and Lazada to increase sales through the live shopping feature. One way that can be used to analyze the right marketing strategy is by applying game theory to find out the optimal strategy for players. The results of this study in Shopee's first game against Tokopedia resulted in a game value of 26 so that Shopee, could increase profits from 23 to 26. At the same time, Tokopedia could reduce losses from 30 to 26. In the second game, Shopee against Lazada resulted in a game value of 21, so Shopee can increase profits from 15 to 21, while Tokopedia can reduce losses from 28 to 21. In the third game, Tokopedia against Lazada resulted in a game value of 19, so Tokopedia can increase profits from 15 to 19, while Lazada can reduce losses from 29 to 19.Downloads
References
Aditya, G., Wibawa, S., Ketut, N., Tastrawati, T., & Kencana, E. N. (2023). Strategi Pengelolaan Pura Agung Besakih Sebagai Destinasi Wisata Budaya : Pendekatan Game Theory. 12(1), 16–21.
Anas, N. (2019). Strategi Pemasaran Mcdonald’s, Kfc, dan Richeese Factory Menggunakan Teori Permainan (Studi Kasus pada Mahasiswa Universitas Brawijaya). Universitas Brawijaya.
Arifka, N. (2021). Penerapan Strategi Bauran Pemasaran 7p Dalam Meningkatkan Penjualan (Studi Kasus Pada Sambel Layah Arcawinangun) [Institut Agama Islam Negeri Purwokerto]. In Tesis, Iain Purwokerto. Http://Repository.Iainpurwokerto.Ac.Id/9468/
Ariyani, E. (2010). Penelitian Operasional. Yayasan Humaniora.
Fitrie, R., & Ritonga, A. (2022). Implementation of the Fuzzy Game Theory Logic Method in Competition for Local Skincare Brand Products ( Ms . Glow With Scarlett Whitening ) Implementasi Metode Logika Fuzzy Game Theory dalam Persaingan Produk Skincare Brand Lokal ( Ms . Glow dengan Scarle. 1(7), 1357–1372.
Fransiska, V., & Paramita, S. (2020). Live Shopping Dalam Industri Komunikasi Digital Melalui Instagram. Prologia, 4(1), 67. Https://Doi.Org/10.24912/Pr.V4i1.6435
Haque-Fawzi, M. G., Iskandar, A. S., & Erlangga, H. (2022). Konsep , Teori dan Implementasi.
Machali. (2018). The Handbook of Education Management: Teori dan Praktik. Prendamedia Group.
Mastura, K., Syarifudin. & A'yun, Q. Q. (2022). Penerapan Teori Permainan Berbasis Logika Fuzzy dalam Menentukan Strategi Pemasaran Optimal pada Penyedia Layanan Internet. 1(1), 70–84.
Ningrum, D. P. (2020). Bauran Pemasaran Pada Bisnis Chockles Es Cokelat di Kota Yogyakarta. Jurnal Pikma: Publikasi Media dan Cinema, 3(1), 1–13.
Pamungkas, M. R. R., Priharsari, D., & Purnomo, W. (2022). Eksplorasi Pengaruh Teknologi Live Shopping Terhadap Minat Beli Pelanggan Dengan Systematic Literature Review. 6(11), 5525–5531.
Satriani, D., & Nohe, D. A. (2022). Aplikasi Game Theory pada Analisis Strategi Pemasaran Jasa Transportasi Online Di Fmipa Universitas Mulawarman. 1(1), 85–94.
Snapcart. (2022). Snapcart Umumkan Hasil Riset E-Commerce Paling Unggul. Https://Koran.Tempo.Co/Read/Info-Tempo/476325/Snapcart-Umumkan-Hasil-Riset-E-Commerce-Paling-Unggul
Sumarjiyanto, N., Maria, B., & Widayati, T. (2020). The Impact of Digital Economic Development on Social Media. 6(2), 234–239. Https://Doi.Org/10.31289/Jkbm.V6i2.3801
Wijayati, D. (2019). Teori Permainan Menggunakan Algoritma Kunang-Kunang. 01(02), 7–12.
Downloads
Published
How to Cite
Issue
Section
License
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
