Penerapan Teori Permainan dalam Menentukan Strategi Bauran Pemasaran Optimum pada Perusahaan Perbankan

Abstract

Game theory is a mathematical model that is used in situations of conflict or competition between the various interest that face each other as competitors. The purpose is to obtain the optimal strategy for each player. One strategy is a strategy of mix marketing (mix marketing strategy). Mix marketing strategy consists of product, price, promotion, place/distribution channels, processes and service, and customer service. Banking company selected as case studies in this research are Bank Mandiri and BNI. In this research, game theory is used to analyze the competition strategy of the bank's marketing mix. The goal is to get the optimum mix marketing strategy each bank. Based on the results of data analysis using linear programming with the help of POM QM 4.0 software obtained price strategy with the probability of 0,44 and strategy process and service with a probability of 0,56 is the optimal mix marketing strategies to maximize the profits on Bank Mandiri, as well as its competitors BNI, to minimize the loss strategies that should be used BNI is strategy place/distribution channel with probability of 0,47 and strategy processes and services with the probability of 0,53.