Analisis Strategi Persaingan Barbershop di Sekitar Universitas Jember Dengan Teori Permainan Sebagai E-Monograf

Abstract

The barbershop business competition around Universitas Jember is getting increasingly tight as it targets the college student consumer segment. This research aims to construct a mathematical model and analyze the competitive strategies between two barbershops, namely Barbershop A and Barbershop B, using Game Theory. This study utilizes a quantitative descriptive design with a sample of 100 Universitas Jember student respondents, determined using the Lemeshow formula and purposive sampling technique. Data collection was carried out through the distribution of questionnaires to measure consumer preferences regarding seven competitive attributes: price, haircut quality, accessibility, service variety, queuing, facilities, and popularity. Data analysis involves the formation of a payoff matrix, maximin-minimax criteria testing, and linear programming assisted by POM QM for Windows software. The results show that there is no saddle point found in the pure strategy solution, thus the analysis proceeded using the mixed strategy. The calculation obtained a game value of −2.35121. In conclusion, the optimal strategy for Barbershop A is to prioritize the queuing strategy (probability of 0.670091) and the pricing strategy (probability of 0.329909). Meanwhile, the optimal strategy for Barbershop B is to maintain the haircut quality strategy (probability of 0.525749) and the pricing strategy (probability of 0.474251). Furthermore, all materials and modeling analysis results are compiled and validated for their feasibility as teaching materials in the form of an e-monograph.