Perbandingan Metode Algoritma Brown Dan Aljabar Matriks Pada Teori Permainan Dalam Menentukan Strategi Pemasaran Kartu SIM Yang Optimal (Studi Kasus : Mahasiswa ITS)

Latief, Hendry Wijaya (2021) Perbandingan Metode Algoritma Brown Dan Aljabar Matriks Pada Teori Permainan Dalam Menentukan Strategi Pemasaran Kartu SIM Yang Optimal (Studi Kasus : Mahasiswa ITS). Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan teknologi komunikasi di Indonesia dalam dua dekade terakhir mengalami peningkatan yang cukup pesat. Seperti halnya telepon genggam, SIM Card juga mengalami peningkatan baik dari segi kualitas maupun kuantitas. Konsumen dituntut untuk memutuskan merk SIM Card apa yang sesuai kebutuhannya dikarenakan kualitas dari setiap merk yang berbeda. Berdasarkan hal tersebut, persaingan pasar yang cukup ketat menyebabkan produsen SIM Card harus menerapkan strategi pemasaran yang sesuai untuk bersaing dengan merk lain. Strategi pemasaran didasarkan pada atribut yang dimiliki SIM Card, seperti sinyal, luas jaringan, tarif, promo dan bonus, serta aplikasi provider. Penelitian ini bertujuan untuk memperoleh strategi pemasaran yang optimal menggunakan teori permainan, tepatnya performansi hasil dari penggunaan metode Algoritma Brown dan Aljabar Matriks. Studi Kasus yang digunakan adalah pengguna merek SIM Card Telkomsel, Indosat, dan XL-Axis pada mahasiswa aktif S1 dan D4 ITS. Pada penelitian ini, data yang digunakan merupakan data dari kuisioner yang telah diisi oleh responden mahasiswa aktif S1 dan D4 ITS untuk memperoleh matriks permainan. Hasil dari penelitian ini, berdasarkan Algoritma Brown pihak Telkomsel menerapkan strategi luas jaringan dan tarif, pihak Indosat menerapkan promo dan bonus dan aplikasi provider, dan pihak XL-Axis menerapkan promo dan bonus. Sedangkan, menurut Aljabar Matriks, pihak Telkomsel mengutamakan strategi sinyal, tarif, serta promo dan bonus, pihak Indosat mengutamakan tarif, promo dan bonus, serta aplikasi provider, dan pihak XL-Axis mengutamakan promo dan bonus.
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The development of communication technology in Indonesia in the last two decades has increased quite rapidly. Like handphones, SIM cards have also increased both in terms of quality and quantity. Consumers are required to decide what brand of SIM card suits their needs because the quality of each brand is different. Based on this, the market competition is quite tight, causing SIM Card manufacturers to implement appropriate marketing strategies to compete with other brand. Marketing strategy is based on the attributes of the SIM Card, such as signal, network area, tariffs, promos and bonuses, as well as provider applications. This study aims to obtain an optimal marketing strategy using game theory, precisely the performance results from the use of Brown's Algorithm and Matrix Algebra methods. The case studies used are users of the Telkomsel, Indosat, and XL-Axis SIM Card brands on active students of Bachelor and Diploma-4 degree ITS. In this study, the data used are data from questionnaires that have been filled in by active student respondents of Bachelor and Diploma-4 degree ITS to obtain a game matrix. The results of this study, based on Brown's Algorithm, Telkomsel implements a network area and tariff strategy, Indosat applies promos and bonuses and provider applications, and XL-Axis applies promos and bonuses. Meanwhile, according to Matrix Algebra, Telkomsel prioritizes signal strategies, tariffs, and promos and bonuses, Indosat prioritizes tariffs, promos and bonuses, as well as provider applications, and XL-Axis prioritizes promos and bonuses.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	SIM Card, Strategi Pemasaran, Teori Permainan, Aljabar Matriks, Algoritma Brown, Marketing Strategy, Game Theory, Matrix Algebra, Brown's Algorithm
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) Q Science Q Science > QA Mathematics
Divisions:	Faculty of Science and Data Analytics (SCIENTICS) > Mathematics > 44201-(S1) Undergraduate Thesis
Depositing User:	Hendry Wijaya Latief
Date Deposited:	27 Aug 2021 02:38
Last Modified:	27 Aug 2021 02:38
URI:	http://repository.its.ac.id/id/eprint/89976

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