Analisis Brand Switching dan Penentuan Strategi Pemasaran Produk Bubble Tea Menggunakan Metode Markov Chain dan Game Theory

Anisa Nur Azizah, Rianita Puspa Sari

Abstract


The emergence of various kinds of food and drinks that are packaged and presented in an attractive manner has made a change in the culinary business into a lifestyle part. One of the culinary businesses that is becoming a trend is boba. Boba products with well-known brands can easily be found in urban areas. Karawang as one of the industrial cities in Indonesia is experiencing rapid business development trends. This causes business actors and owners of the boba beverage brand to prepare a strategy to anticipate brand shifting to customers. This study aims to determine the brand shift in customers of  A products bubble tea and  B products bubble tea  which are one of the well-known brands of the boba business in Karawang, and to find out what strategies are appropriate so that business people can remain competitive and maintain customer loyalty. The use of the Markov Chain method to see the brand transfer to customers and the Game Theory method to find out strategies to win the competition. The results showed that the Market Share for  A product bubble tea was 0.401 and the  B product bubble tea was 0.599 with a business strategy that could be done, namely adding flavors at an affordable price.


Keywords


Brand Switching; Game Theory; Markov Chain; Strategy

Full Text:

PDF

References


Tinambunan, E. C., Syahra, A. F., & Hasibuan, N. (2020). Analisis Faktor Yang Mempengaruhi Minat Milenial Terhadap Boba vs Kopi di Kota Medan. Journal of Business and Economics Research (JBE), 1(2), 80–86.

Suharseno, T., Hidayat, R., & Liana Dewi, D. (2013). Pengaruh Ketidakpuasan Konsumen Dan Karakteristik Kategori Produk Terhadap Keputusan Perpindahan Merek Dengan Kebutuhan Mencari Variasi Sebagai Variabel Moderasi. Buletin Studi Ekonomi, 18(2), 176–182.

Indrawati, Y., & Untarini, N. (2017). Pengaruh ketidakpuasan terhadap keputusan perpindahan merek dengan kebutuhan mencari variasi sebagai variabel moderasi. Jurnal Ilmu Manajemen, 5(1), 1–11.

Donoriyanto, D. S. (2010). Penentuan Strategi Pemasaran Produk Minuman Energi dengan Teori Permainan. Jurnal Penelitian Ilmu Teknik, Vo.10, No.1.

Andry, J. F. (2015). IMPLEMENTASI PENERAPAN MARKOV CHAIN PADA DATABASE MARKETING STUDI KASUS PELANGGAN E-COMMERCE. 11, 5–13

Cheng, C. J., Chiu, S. W., Cheng, C. B., & Wu, J. Y. (2012). Customer lifetime value prediction by a Markov chain based data mining model: Application to an auto repair and maintenance company in Taiwan. Scientia Iranica, 19(3), 849–855.

Pramuditya, S.A, Marwati & Puspita. (2012). Peramalan Pangsa Pasar Kartu Gsm Dengan Pendekatan Rantai Markov. Jurnal Euclid, Vol.1, No.2.

Kockesen, L., & ok, EFE, A. (2007). An Introduction to Game Theory and Decision Theory. 1-28.

Sari, R. P., Surahman, A., Ayu, A., & Nabila, R. (2019). Pengaruh Bauran Pemasaran Terhadap Perpindahan Merek Pelanggan Restoran Cepat Saji di Karawang Menggunakan Metode Markov Chains dan Game Theory Effect of Marketing Mix on Customer Brand Transfer Fast Food Restaurant in Karawang Using Markov Chains and Game Theory Method. 11–17.

Bougie, & Sekaran. (2016). Research Methods for Business: A skill Building Approach (7th ed.). New York: John Wiley.

Sugiyono (2011). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Afabeta.

Dewi. (2018). Uji Validitas Dan Reliabilitas. Jurnal Tarbiyah: Jurnal Ilmiah Kependidikan, 7(1), 17–23.

Tomi Kurniawan Njoto. (2016). PENGARUH DESAIN KEMASAN, CITA RASA, DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BUMI ANUGERAH. Jurnal Manajemen dan Start-up Volume 1, Nomor 4.

Nasution, A. E., & Lesmana, M. T. (2018). Pengaruh Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen (Studi Kasus pada Alfamart di Kota Medan). Volume 1.

Kurata, H & Liu, John J (2007). Optimal Promotion Planning-depth and frequency- for a two- stage supply chain under Markov switching demand. European Journal of Operation Research 177.

Derwin Suhartono., “Markov Chain”. (2018) MTI: SOcs.binus.ac.id/2013/06/30/markov-chain.

Kotler, Philip & Gary Amstrong (2012). Prinsip-prinsip pemasaran. Edisi 13. Jilid 1. Jakarta: Erlangga.

Matsumoto, A & Szidarovszky, F (2015), Game theory and its applications, Game Theory and its Applications, pp, 1-268. https://doi.org/10.1007/978-4-431-54786-0

Collins, C & Mustafa Kumral (2020), Game Theory for analyzing and improving environmental management in the mining industry. https://doi.org/10.1016/j.resourpol.2020.101860.

Saifuddin, A., Ketut, N., Tastrawati, T., & Sari, K. (2018). PENERAPAN KONSEP TEORI PERMAINAN (GAME THEORY) DALAM PEMILIHAN STRATEGI KAMPANYE POLITIK (Studi Kasus: Strategi Pemenangan Pemilukada DKI Jakarta Tahun 2017). 7(2), 173–179.




DOI: https://doi.org/10.35308/jopt.v7i1.3275

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Jurnal Optimalisasi

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

JOPT: Jurnal Optimalisasi Indexing and Abstracting by: