Metode Game Theory untuk Mengkaji Strategi Pelanggan Optimum pada Traveloka dan Tiket.com

Abstract

As it becomes easier for people to travel and the rapid development of digital technology, people prefer to order tickets online. This has encouraged many e-commerce online ticket sales to emerge in their own way to attract customers and maintain customer loyalty. Optimum strategy is needed to prevent customer switching. According to the survey, Traveloka and Tiket.com are the most used e-commerce. Both e-commerce are competing with each other to find and retain customers. The purpose of this research is to find out the optimum customer strategy in e-commerce competition selling airline tickets, namely Traveloka and Tiket.com using Game Theory and to find out the opportunities for customer movement between the two e-commerce companies using the Markov Chain method. In a two-player zero-sum game, there are two strategies, namely pure strategy and mixed strategy, but if the two strategies do not result in a saddle point, an alternative method will be used. In this study, the dual simplex method will be used. This research produces an optimal solution using the dual simplex method where for both e-commerce the optimal strategy is the lowest price strategy and the strategy for multiple payment methods, with Traveloka switching opportunities of 0.4817 and Tiket.com of 0. 5183.