Aplikasi Game Theory Permainan Fuzzy dalam Menentukan Strategi Pemasaran Optimal (Studi Kasus: Persaingan Minimarket Indomaret dan Alfamart)

Abstract

Many of minimarkets in Medan, resulted in increasingly severe competition. Therefore, minimarket manager as decision maker, must determine the right strategy to attract customers and to obtain optimal result. This study was conducted using a questionnaire to find out what influence customers to choose the minimarket as he place to shop, so that it can be used as a condiration in determining the strategy for minimarket. Fuzzy theory is used to represent the respondent subjective assessment. Defuuzification result is inputed to the pay-off matrix of game theory. Game theory is focused on decision analysis aiming to win the competition.