Analisis Strategi Persaingan Platform Online Food Delivery dengan Pendekatan Cooperative Game Theory

Ibadah, Nabil Qalam (2024) Analisis Strategi Persaingan Platform Online Food Delivery dengan Pendekatan Cooperative Game Theory. Other thesis, Institut Teknologi Sepuluh nopember.

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Abstract

Penelitian ini bertujuan untuk menganalisis strategi persaingan antara platform OFD , yakni Gofood, Grabfood, dan Shopeefood dengan fokus pada preferensi konsumen, menggunakan pendekatan cooperative game theory. Penelitian ini menggunakan kuisoner sebagai alat pengumpulan data yang disebar kepada responden yang merupakan pengguna aktif layanan OFD. Hasil penelitian menunjukkan cooperative game theory menawarkan perspektif tentang bagaimana kerja sama dan kolaborasi antar platform dapat menghasilkan keuntungan yang setara daripada berkompetisi secara individu. Hasil analisis menggunakan pendekatan cooperative game theory menunjukkan bahwa pada permainan cooperative 3 person/players seluruh pemain memiliki value of the game yang setara ketika menerapkan variasi strategi optimal secara berurutan dan terus menerus. Pada permainan cooperative 2 person/players, strategi optimal untuk kombinasi permainan antar platform memiliki nilai payoff matrix mendekati atau sama dengan nol seperti pada permainan antara Gofood dengan Grabfood harus mengoptimalkan strategi (X4, Y2) dan (X5, Y4) dan Grabfood dengan Shopeefood yang harus mengoptimalkan strategi (Y1, Z4). Dengan memahami dinamika persaingan dan preferensi konsumen, platform dapat mengembangkan strategi yang lebih adaptif dan responsif terhadap perubahan pasar. Hal ini tidak hanya membantu dalam menarik lebih banyak konsumen tetapi juga meningkatkan kepuasan konsumen yang ada. Kepuasan konsumen yang lebih tinggi cenderung meningkatkan loyalitas pelanggan dan pada akhirnya memperluas pangsa pasar platform tersebut.
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This study aims to analyze the competitive strategies among online food delivery (OFD) platforms, namely Gofood, Grabfood, and Shopeefood focusing on consumer preferences, using a cooperative game theory approach. In this study, a questionnaire was used as a data collection tool which was distributed to respondents who were active users of OFD services. The results of the study show that cooperative game theory offers a perspective on how cooperation and collaboration between platforms can produce equal benefits rather than competing individually. The results of the analysis using the cooperative game theory approach show that in the cooperative game of 3 person/players all players have equal value of the game when applying optimal strategy variations sequentially and continuously. In the cooperative game of 2 person/players, the optimal strategy for a combination of games between platforms has a payoff matrix value close to or equal to zero, such as in the game between Gofood and Grabfood must optimize strategies (X4, Y2) and (X5, Y4) and Grabfood with Shopeefood which must optimize strategies (Y1, Z4). By understanding the dynamics of competition and consumer preferences, platforms can develop strategies that are more adaptive and responsive to market changes. This not only helps in attracting more consumers but also increases the satisfaction of existing consumers. Higher consumer satisfaction tends to increase customer loyalty and ultimately expand the market share of the platform.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Layanan Pesan Antar Makanan Daring, Preferensi Konsumen, Teori Permainan Consumer Preference, Game Theory, Online Food Delivery
Subjects:	Q Science > Q Science (General) Q Science > QA Mathematics Q Science > QA Mathematics > QA269 Game theory
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Nabil Qalam Ibadah
Date Deposited:	04 Aug 2024 16:08
Last Modified:	04 Aug 2024 16:08
URI:	http://repository.its.ac.id/id/eprint/110275

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