Analisis Strategi Persaingan Optimal E-Commerce Menggunakan Metode Game Theory (Studi Kasus : Shopee dan TikTok Shop)

Wardhani, Zahrin Nurshofia (2023) Analisis Strategi Persaingan Optimal E-Commerce Menggunakan Metode Game Theory (Studi Kasus : Shopee dan TikTok Shop). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Saat ini, globalisasi bukan hal baru bagi manusia di dunia ini. Globalisasi ini tidak dapat dihindari karena adanya kemajuan teknologi yang pesat, salah satunya yaitu dengan adanya e-commerce. Di indonesia sendiri, ada satu e-commerce yang menempati ranking pertama di AppStore maupun Playstore yaitu Shopee. Shopee ini merupakan perusahaan yang bergerak dibidang aplikasi dan website e-commerce secara online yang berdiri pada tahun 2015. Selain itu, pada tahun 2021, aplikasi TikTok secara resmi menghadirkan fitur baru yaitu TikTok Shop yang sekarang menjadi salah satu e-commerce baru di Indonesia. Dengan munculnya TikTok Shop ini, penelitian ini akan mengangkat studi kasus Shopee dan TikTok Shop dengan menggunakan metode game theory. Pendekatan game theory dapat digunakan untuk guna menemukan strategi yang baik untuk dapat menciptakan persaingan yang adil. Penelitian ini akan menggunakan tujuh atribut yaitu kemudahan penggunaan dan fungsionalitas, pelayanan pelanggan dan kualitas informasi, metode pembayaran, layanan pengiriman, produk dan biaya, promosi, serta jaminan keamanan. Survei dilakukan dengan menyebarkan kuesioner dan didapatkan 120 data hasil kuesioner. Lalu data di uji tingkat validitas dan reliabilitasnya serta analisis game theory juga dilakukan. Dan diketahui bahwa besar nilai permainan yaitu 8 dengan menggunakan strategi murni. Strategi yang optimal bagi Shopee adalah jaminan keamanan dan strategi optimal bagi TikTok Shop adalah promosi. Dari hasil survei serta analisis game theory yang telah dilakukan, diharapkan bahwa masing-masing e-commerce menindaklanjuti terkait penilaian dari penggunanya dan dapat mewujudkan harapan-harapan pengguna terhadap layanan yang diberikan dari masing-masing e-commerce.
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Currently, globalization is not a new thing for humans in this world. Globalization is unavoidable because of rapid technological advances, one of which is e-commerce. In Indonesia alone, there is one e-commerce that ranks first in the AppStore and Playstore, namely Shopee. Shopee is a company engaged in online e-commerce applications and websites which was founded in 2015. In addition, in 2021, the TikTok application officially presents a new feature, namely the TikTok Shop, which is now one of the new e-commerce sites in Indonesia. With the emergence of the TikTok Shop, this research will raise the case study of Shopee and TikTok Shop using the game theory method. The game theory approach can be used to find a good strategy to create fair competition. This study will use seven attributes, namely ease of use and functionality, customer service and information quality, payment methods, delivery services, products and costs, promotions, and security guarantees. The survey was conducted by distributing questionnaires and obtained 120 questionnaire data. Then the data is tested for its validity and reliability levels and game theory analysis is also carried out. And it is known that the game value is 8 using pure strategy. The optimal strategy for Shopee is security guarantees and the optimal strategy for TikTok Shop is promotions. From the results of the survey and game theory analysis that has been carried out, it is expected that each e-commerce has input related to the evaluation of its users and can realize user expectations for the services provided from each e-commerce.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Investasi TI, Perdagangan Elektronik, Strategi Optimal, Teori Permainan, E-Commerce, Game Theory, IT Investment, Optimal Strategy
Subjects:	H Social Sciences > HG Finance > HG4529 Investment analysis T Technology > T Technology (General) > T58.8 Productivity. Efficiency
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Zahrin Nurshofia Wardhani
Date Deposited:	12 Jul 2023 02:31
Last Modified:	12 Jul 2023 02:31
URI:	http://repository.its.ac.id/id/eprint/98419

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