PENENTUAN STRATEGI PEMASARAN JASA TRANSPORTASI ONLINE DENGAN MENGGUNAKAN METODE GAME THEORY DI KOTA MALANG (Studi Kasus: GOJEK VS GRAB)

Competition in the world of online transportation is getting tougher. To face the world of competition, every company should design a strategy to achieve its goals. Evaluation of the selection of marketing strategies for online transportation services is used to assess the level of importance of customers. The purpose of this study is to carry out an identification and assessment process as a benchmark for Gojek and Grab services to their service users. This study uses the Game Theory method to measure what indicators are very influential on the strategy chosen by online transportation services. Several indicators used as variables are used as a tool for consumer assessment of the services of the two services. There are 4 indicators (attributes) used, namely Practical, Cost-effective, Promotion, and Non-Cash Payments