Model Kerja Sama Broadcaster Live Streaming Commerce berbasis Evolutionary Game Theory

Ramadhanty, Vina Dewi (2024) Model Kerja Sama Broadcaster Live Streaming Commerce berbasis Evolutionary Game Theory. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Live streaming commerce adalah fitur yang dapat digunakan untuk menampilkan produk online secara langsung serta melakukan penjualan produk. Siaran produk secara langsung serta interaksi langsung dengan broadcaster menurunkan tingkat keraguan pelanggan dan meningkatkan kepercayaan pelanggan terhadap penjual. Faktor kesuksesan live streaming salah satunya ditentukan oleh broadcaster selaku pemberi informasi. Pada bulan Oktober 2023, TikTok Shop sebagai salah satu live streaming commerce di Indonesia ditutup. Penutupan TikTok Shop berdampak pada broadcaster dan pelaku usaha sehingga perlu dilakukan penelitian untuk mengetahui strategi yang dapat digunakan pada saat penutupan TikTok Shop. Penelitian ini juga dilakukan untuk mengetahui strategi stabil kerja sama broadcaster dan pelaku usaha dalam masa penutupan TikTok Shop. Penelitian ini membuat model matematis dengan menggunakan evolutionary game theory untuk mengetahui imbal balik yang diperoleh setiap pemain serta strategi stabil bagi kerja sama pelaku usaha dan broadcaster saat masa penutupan TikTok Shop. Strategi yang dimiliki oleh pelaku usaha adalah mempertahankan kerja sama dan menolak kerja sama serta untuk broadcaster adalah mengajukan perubahan fungsi atau status pegawai dan menerima keputusan pelaku usaha. Penelitian ini menunjukkan bahwa pada saat terjadi perubahan dinamis dalam live streaming commerce seperti fenomena penutupan TikTok Shop yang mempengaruhi pendapatan pelaku usaha maka strategi stabil bagi pelaku usaha adalah melakukan pengurangan pegawai dan bagi broadcaster adalah mengajukan perubahan status atau fungsi kepada pelaku usaha.
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Live streaming commerce is a feature used to live stream products online and make product sales. One of the success factors of live streaming is caused by the broadcaster as the provider of information. In October 2023, TikTok Shop, one of the live-streaming commerce in Indonesia, was banned. The closure of TikTok Shop has an impact on broadcasters and companies, so it is essential to research to find out the strategies that the company and broadcasters adopt during the closure of TikTok Shop. This research was also conducted to find out the stable strategy of broadcasters and companies' cooperation during the closure of TikTok Shop. In this research, a mathematical model was created using evolutionary game theory to determine the returns obtained by each player and a stable strategy for the cooperation of the companies and broadcasters during the closure of TikTok Shop. The strategies owned by companies are keeping cooperation and not cooperating, and broadcasters are requesting changes in the function or the status of employees and approving the decisions of the companies. The result of this study shows that when there are dynamic changes in live streaming commerce, such as the phenomenon of the closing of TikTok Shop, which affects the income of the companies, the stable strategy for the companies is to reduce employees and for broadcasters is to propose changes in status or function to business actors.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Evolutionary Game Theory, Broadcaster, Live Streaming Commerce,
Subjects:	H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. Q Science > QA Mathematics > QA269 Game theory
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 59101-(S2) Master Thesis
Depositing User:	Vina Dewi Ramadhanty
Date Deposited:	19 Feb 2024 08:57
Last Modified:	19 Feb 2024 08:57
URI:	http://repository.its.ac.id/id/eprint/107548

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