Teori Permainan Fuzzy dalam Menentukan Strategi Pemasaran Optimum pada Shopee, Lazada dan Tokopedia

Abstract

The rapid advancement of the times has resulted in every human activity being inseparable from technology. Various new technologies are emerging in every field of life. One of the rapidly developing technologies is electronic commerce, commonly abbreviated as e-commerce. That is, where electronic commerce (e-commerce) occurs. What this implies is that the internet and other forms of electronic media are utilized to do business. The fuzzy game theory technique is one possible way to go about it. While game theory is employed to ascertain the optimal marketing approach, the fuzzy method is employed to decipher subjective customer evaluations. In light of the factors that customers value most when selecting an e-commerce platform, this study seeks to develop effective marketing campaigns for Shopee, Lazada, and Tokopedia. Fuzzification and defuzzification revealed that among the attributes of an e-commerce platform, security is the most crucial to consumers, while promotion is the least significant. Shopee, Lazada, and Tokopedia chose security attributes as the best marketing strategy.