Penentuan Strategi Persaingan Pemasaran Minimarket Berbasis Preferensi Mahasiswa ITS dengan Stackelberg Game: Studi Kasus Sakinah dan K1 Mart

Syahmina, Dalili Ariq (2026) Penentuan Strategi Persaingan Pemasaran Minimarket Berbasis Preferensi Mahasiswa ITS dengan Stackelberg Game: Studi Kasus Sakinah dan K1 Mart. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Persaingan antarminimarket di lingkungan kampus semakin ketat seiring dengan meningkatnya kebutuhan konsumsi mahasiswa. Dalam kondisi tersebut, strategi pemasaran yang diterapkan oleh suatu minimarket dapat memengaruhi respon strategi kompetitor. Penelitian ini bertujuan untuk menentukan rekomendasi strategi pemasaran bagi K1 Mart dalam menghadapi persaingan dengan Sakinah berdasarkan preferensi mahasiswa ITS menggunakan pendekatan Stackelberg Game. Strategi yang dianalisis pada K1 Mart meliputi harga, promosi, kualitas layanan, orientasi segmen mahasiswa, dan ketersediaan fasilitas penunjang, sedangkan Sakinah memiliki strategi tambahan berupa program loyalitas. Data diperoleh melalui penyebaran kuesioner kepada mahasiswa ITS dengan teknik penentuan kriteria responden secara purposive dan pengumpulan responden menggunakan convenience sampling. Sebanyak 200 data responden digunakan dalam pengolahan data. Nilai payoff dibentuk berdasarkan penilaian responden terhadap atribut strategi, normalisasi nilai strategi, pembobotan menggunakan metode Rank Order Centroid, serta perhitungan weighted preference score. Model permainan yang digunakan adalah two-player non-cooperative Stackelberg Game dengan K1 Mart sebagai leader dan Sakinah sebagai follower. Hasil penelitian menunjukkan bahwa strategi harga merupakan strategi yang paling dipertimbangkan mahasiswa dengan rata rata ranking sebesar 1.98. Penyelesaian menggunakan backward induction dan verifikasi dengan perangkat lunak Gambit menghasilkan Stackelberg Equilibrium pada pasangan strategi harga K1 Mart dan strategi harga Sakinah, dengan equilibrium value sebesar 0.420 untuk K1 Mart dan 0.580 untuk Sakinah. Hasil tersebut menunjukkan bahwa harga merupakan arena persaingan utama bagi kedua minimarket. Namun, rekomendasi penguatan strategi harga bagi K1 Mart tidak dimaknai sebagai penurunan harga secara agresif, melainkan sebagai penguatan persepsi keterjangkauan dan kesesuaian harga secara selektif pada produk kebutuhan mahasiswa. Strategi tersebut dapat didukung melalui paket hemat, bundling produk harian, promosi harga yang lebih terlihat, serta fasilitas penunjang sebagai keunggulan diferensiasi.
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Competition among minimarkets in campus areas has become increasingly intense along with the growing consumption needs of students. In this condition, the marketing strategy implemented by one minimarket may influence the strategic response of its competitor. This study aims to determine marketing strategy recommendations for K1 Mart in competing with Sakinah based on ITS students’ preferences using the Stackelberg Game approach. The strategies analyzed for K1 Mart include pricing, promotion, service quality, student segment orientation, and supporting facilities, while Sakinah has an additional strategy in the form of a loyalty program. Data were collected through questionnaires distributed to ITS students, with respondent criteria determined purposively and respondent collection conducted using convenience sampling. A total of 200 respondent data were used in the data processing stage. The payoff values were constructed based on respondents’ assessments of strategy attributes, strategy score normalization, weighting using the Rank Order Centroid method, and the calculation of weighted preference scores. The game model used in this study is a two-player non-cooperative Stackelberg Game, with K1 Mart as the leader and Sakinah as the follower. The results show that pricing is the most considered strategy by students, with an average ranking of 1.98. The solution using backward induction and verification through Gambit software resulted in a Stackelberg Equilibrium in the strategy pair of K1 Mart’s pricing strategy and Sakinah’s pricing strategy, with equilibrium values of 0.420 for K1 Mart and 0.580 for Sakinah. These results indicate that pricing is the main competitive arena for both minimarkets. However, the recommendation to strengthen K1 Mart’s pricing strategy is not intended as an aggressive price reduction, but rather as a selective effort to strengthen students’ perceptions of price affordability and price suitability for their needs. This strategy can be supported through student-saving packages, daily product bundling, more visible price promotions, and supporting facilities as a differentiation advantage.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	leader-follower, minimarket, Stackelberg game, strategi pemasaran, teori permainan, game theory, leader–follower, marketing strategy, minimarket, Stackelberg game
Subjects:	Q Science > QA Mathematics > QA269 Game theory
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Dalili Ariq Syahmina
Date Deposited:	28 Jul 2026 06:17
Last Modified:	29 Jul 2026 06:33
URI:	http://repository.its.ac.id/id/eprint/138654

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