Melola Discovery

← Melola Discovery

Jurnal

Analysis of Optimization Strategy and Consumer Behavior using Game Theory and Markov Chain on Marketplace Competition.

Unnes Journal of Mathematics · Vol. 15 No. 1 (2026) · hlm. 67–80

DOI
10.15294/ujm.v15i1.24237
ISSN
2460-5859, 2252-6943
Terbit
2026-10-21
Penerbit
Universitas Negeri Semarang
Bahasa
eng

Abstrak

Indonesia is considered one of the biggest markets in the world, therefore as time goes by, the number of marketplaces in Indonesia has increased significantly. The intense among marketplaces in Indonesia drives each platform to develop optimal strategies to maintain their presence. This study aims to (1) analyze optimal strategy using game theory, (2) determine marketplace loyalty using Markov chain, and (3) examine consumer behavior of active students in UNNES and IPMAFA. This research uses game theory and Markov chain methods, with a sample of 250 students selected using the Slovin formula. Data were collected through questionnaires and processed using SPSS and POM-QM. Seven attributes were analyzed: product diversity, price, shipping costs, discount vouchers, feature completeness, payment methods, and product reviews. The results show that (1) In the Shopee vs. Tiktok Shop (Tokopedia) competition, the game value is 70.59, with Shopee’s best strategy being discount vouchers (0.88) and Tiktok Shop’s product reviews (0.96). (2) In Tiktok Shop vs. Lazada, the game value is 84, with price as the dominant strategy for both. (3) In Shopee vs. Lazada, the game value is 135.14, where Shopee excels in price (0.77) and Lazada in discount vouchers (0.65). (4) Shopee's transition probability (48.52%), Tiktok Shop and Tokopedia (39.5%), and Lazada (11.98%), (5) Discount vouchers are the most chosen strategy by users before determining purchasing decisions and to minimize the movement of users from one marketplace to another, each marketplace must maintain its superior strategy in order to maintain its existence.

Kata kunci

Jaringan kolaborasi para penulis

4 penulis · 6 tautan kepenulisan bersama

Arahkan kursor atau ketuk sebuah nama untuk menyorot rekan penulisnya. Klik dua kali untuk membuka halaman penulis.

  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Sang Ayu Putu RahayuAfiliasi tidak diketahui1
Septian Akbar Noor Wahyu HardiAfiliasi tidak diketahui1
Dinar Yana HastariAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/ujm/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">Analysis of Optimization Strategy and Consumer Behavior using Game Theory and Markov Chain on Marketplace Competition.</dc:title>
	<dc:creator xml:lang="en">Zamzammaimatul Zalfa Laila</dc:creator>
	<dc:subject xml:lang="en">consumer behavior</dc:subject>
	<dc:subject xml:lang="en">game theory</dc:subject>
	<dc:subject xml:lang="en">markov chain</dc:subject>
	<dc:subject xml:lang="en">marketplace</dc:subject>
	<dc:subject xml:lang="en">optimization strategy</dc:subject>
	<dc:description xml:lang="en">Indonesia is considered one of the biggest markets in the world, therefore as time goes by, the number of marketplaces in Indonesia has increased significantly. The intense among marketplaces in Indonesia drives each platform to develop optimal strategies to maintain their presence. This study aims to (1) analyze optimal strategy using game theory, (2) determine marketplace loyalty using Markov chain, and (3) examine consumer behavior of active students in UNNES and IPMAFA. This research uses game theory and Markov chain methods, with a sample of 250 students selected using the Slovin formula. Data were collected through questionnaires and processed using SPSS and POM-QM. Seven attributes were analyzed: product diversity, price, shipping costs, discount vouchers, feature completeness, payment methods, and product reviews. The results show that (1) In the Shopee vs. Tiktok Shop (Tokopedia) competition, the game value is 70.59, with Shopee’s best strategy being discount vouchers (0.88) and Tiktok Shop’s product reviews (0.96). (2) In Tiktok Shop vs. Lazada, the game value is 84, with price as the dominant strategy for both. (3) In Shopee vs. Lazada, the game value is 135.14, where Shopee excels in price (0.77) and Lazada in discount vouchers (0.65). (4) Shopee's transition probability (48.52%), Tiktok Shop and Tokopedia (39.5%), and Lazada (11.98%), (5) Discount vouchers are the most chosen strategy by users before determining purchasing decisions and to minimize the movement of users from one marketplace to another, each marketplace must maintain its superior strategy in order to maintain its existence.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2026-10-21</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/ujm/article/view/24237</dc:identifier>
	<dc:identifier>10.15294/ujm.v15i1.24237</dc:identifier>
	<dc:source xml:lang="en">Unnes Journal of Mathematics; Vol. 15 No. 1 (2026): Unnes Journal of Mathematics Volume 1, 2026; 67-80</dc:source>
	<dc:source>2460-5859</dc:source>
	<dc:source>2252-6943</dc:source>
	<dc:source>10.15294/ujm.v15i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/ujm/article/view/24237/11874</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Unnes Journal of Mathematics</dc:rights>
</oai_dc:dc>