Ramadhanty, Vina Dewi (2022) Analisis Strategi Pemasaran Optimal Lembaga Bimbingan Belajar Menggunakan Pendekatan Game Theory. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Lembaga bimbingan belajar merupakan salah satu sektor industri jasa pendidikan yang memiliki tingkat persaingan cukup tinggi, khususnya di wilayah perkotaan seperti Surabaya. Persaingan yang terjadi antar lembaga bimbingan belajar seringkali berfokus pada strategi harga, kualitas pengajar, fasilitas, serta program promosi yang ditawarkan. Dalam kondisi pasar yang kompetitif, pengambilan keputusan strategis menjadi sangat penting bagi setiap lembaga untuk dapat mempertahankan pangsa pasar dan meningkatkan daya saing. Penelitian ini bertujuan untuk merumuskan strategi pemasaran yang optimal bagi lembaga bimbingan belajar dengan menggunakan pendekatan Game Theory. Pendekatan ini memungkinkan untuk menganalisis interaksi strategis antar pelaku pasar, di mana keputusan yang diambil oleh satu pihak akan mempengaruhi hasil (payoff) bagi pihak lainnya. Data yang digunakan dalam penelitian ini diperoleh melalui survei terhadap calon siswa dan orang tua siswa, serta observasi terhadap strategi yang diterapkan oleh beberapa lembaga bimbingan belajar di Surabaya. Variabel yang dianalisis meliputi harga, kualitas layanan, dan strategi promosi. Hasil analisis Game Theory menunjukkan bahwa strategi optimal yang harus dipilih oleh lembaga bimbingan belajar adalah kombinasi dari peningkatan kualitas pengajar dan diversifikasi program belajar yang ditawarkan. Strategi ini terbukti lebih efektif dalam menghadapi respon dari pesaing dibandingkan hanya mengandalkan perang harga. Temuan ini diharapkan dapat memberikan panduan praktis bagi pengelola lembaga bimbingan belajar dalam menyusun kebijakan pemasaran yang lebih efektif dan berkelanjutan.
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Tutoring institutions are one of the education service industry sectors that have a fairly high level of competition, especially in urban areas such as Surabaya. The competition that occurs between tutoring institutions often focuses on price strategies, teacher quality, facilities, and promotional programs offered. In a competitive market condition, strategic decision-making becomes very important for every institution to be able to maintain market share and increase competitiveness. This study aims to formulate an optimal marketing strategy for tutoring institutions using the Game Theory approach. This approach allows for analyzing strategic interactions between market participants, where decisions made by one party will affect the results (payoff) for other parties. The data used in this study were obtained through surveys of prospective students and parents of students, as well as observations of strategies applied by several tutoring institutions in Surabaya. The variables analyzed include price, service quality, and promotional strategies. The results of the Game Theory analysis show that the optimal strategy that tutoring institutions should choose is a combination of improving teacher quality and diversifying the learning programs offered. This strategy has proven to be more effective in dealing with competitor responses than just relying on price wars. These findings are expected to provide practical guidance for tutoring institution managers in formulating more effective and sustainable marketing policies.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSSI 658.8 Ram a-1 2022 |
| Uncontrolled Keywords: | Game theory. Strategi pemasaran. Game theory. Marketing strategy. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.213 Management information systems. Dashboards. Enterprise resource planning. |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Marsudiyana - |
| Date Deposited: | 03 Jun 2026 03:21 |
| Last Modified: | 03 Jun 2026 03:21 |
| URI: | http://repository.its.ac.id/id/eprint/133512 |
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