Penerapan Teori Permainan Untuk Strategi Bisnis Perusahaan Jasa Pengiriman Barang (Studi Kasus: Persaingan JNE dan J&T Lingkup Mahasiswa Universitas Sumatera Utara)

Abstract

The development of an increasingly modern era is marked by the increasing number of companies that can facilitate the community. One example is a freight forwarding company. This causes a high level of competition in these freight forwarding companies, so to maintain their existence, each company must think of a strategy to win the competition. Game theory is one way that can be used to analyze the optimum marketing strategy. Game theory is a mathematical model used in competitive situations between two opposing parties. In this study, game theory is used to examine the competition between JNE and J&T. Through the utilization of a linear programming approach, aided by the POM QM 5.0 application, the optimal value of the game is calculated to be -1.715. In this context, the optimal strategy for JNE involves employing a mixed strategy, encompassing the tariff strategy, shipping estimation strategy, and security strategy. Similarly, for J&T, the optimal strategy entails a mixed approach, incorporating the punctuality delivery strategy, security strategy, and online application strategy.