Aplikasi Game Theory dalam Menentukan Strategi Pemasaran Optimum pada Perusahaan Asuransi

Abstract

Game theory is a mathematical model that is used in situations of conflict or competition between the various interests that face each other as competitors. The purpose is to obtain the optimal strategy for each player. Inside there are two types of game theory optimal strategy, the strategy of pure and mixed strategy. The authors use a linear program to obtain the optimal mix of strategy and using QM 4.0 software help to solve linear programming problems. In this study the authors apply game theory in the competitive insurance companies, namely Prudential Insurance and Sinar Mas Insurance. This research uses primary data, in other words, this study resulted in preferences and perceptions for each insurance company in determining its marketing strategy