Rachmawati, Anindya (2020) Analisis Strategi Pemasaran GO-PAY dan OVO Menggunakan Analytical Hierarchy Process, Kepuasan Konsumen, dan Teori Permainan. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Perkembangan teknologi informasi memberikan dampak terhadap pertumbuhan dan perkembangan yang pesat pada layanan keuangan digital. Dampak dari perubahan ekonomi ke arah digital yaitu pesatnya pertumbuhan dan perkembangan startup berbasis teknologi digital di bidang keuangan yang disebut financial technology (fintech). Perusahaan fintech (GO-PAY dan OVO) harus mengetahui profil konsumennya agar perusahaan bisa bertahan dan terus berkembang ditengah persaingan antar perusahaan fintech yang sangat ketat. Oleh karena itu, penulis melakukan penelitian tentang analisis strategi perusahaan fintech menggunakan metode Analytical Hierarchy Process, kepuasan konsumen dan teori permainan. Data yang digunakan pada penelitian ini menggunakan data primer berupa kuesioner dengan sampel mahasiswa S1 ITS. Hasil yang didapatkan dari pengolahan data pada penelitian ini yaitu strategi yang paling optimal untuk GO-PAY adalah iklan yang menarik dan strategi yang paling optimal untuk OVO adalah promo.
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The development of information technology has an impact on the rapid growth and development of digital financial services. The impact of the economic change towards digital is the rapid growth and development of digital technology-based startups in the financial sector called financial technology (fintech). Fintech companies (GO-PAY and OVO) must know the profile of their customers so that the company can survive and continue to grow in the midst of intense competition between fintech companies. Therefore, the authors conducted research on fintech company strategy analysis using the Analytical Hierarchy Process method, customer satisfaction and game theory. The data used in this study uses primary data in the form of a questionnaire with a sample of Bachelor of ITS students. The results obtained from data processing in this study are that the most optimal strategy for GO-PAY is attractive advertising and the most optimal strategy for OVO is promo.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Fintech, Strategi Pemasaran, Analytical Hierarchy Process, Kepuasan Konsumen, Teori Permainan |
| Subjects: | H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction Q Science > QA Mathematics > QA269 Game theory |
| Divisions: | Faculty of Science and Data Analytics (SCIENTICS) > Mathematics > 44201-(S1) Undergraduate Thesis |
| Depositing User: | Anindya Rachmawati |
| Date Deposited: | 22 Jun 2023 07:32 |
| Last Modified: | 22 Jun 2023 07:32 |
| URI: | http://repository.its.ac.id/id/eprint/73016 |
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