Analisis Strategi Pemasaran Pada Bisnis Kopi Kekinian di Wilayah Jember dengan Menggunakan Game Theory

Abstract

This study aims to analyze marketing strategies in the contemporary coffee business of Janji Jiwa Jilid 307 and Lain Hati Jember using game theory. This research is quantitative research with a survey approach. The population in this study was the target market of both contemporary coffee businesses, namely students or workers who have purchased products from Janji Jiwa Jilid 307 and Lain Hati Jember. The research sample was taken using purposive sampling technique, which is a sample determination technique with certain considerations. This study used 96 samples and the data were analyzed using a game theory method. The result showed that Janji Jiwa Jilid 307 won the competition against Lain Hati Jember. The optimal strategy for Janji Jiwa Jilid 307 is sales promotion. Meanwhile, the optimal strategy for Lain Hati Jember is a collaboration strategy. The game value obtained is 0.187, and the game is solved with a pure strategy.