@phdthesis{digilib79534,
           month = {August},
           title = {ANALISIS STRATEGI PERSAINGAN E-WALLET PADA GENERASI Z DI DAERAH ISTIMEWA YOGYAKARTA DENGAN GAME THEORY (STUDI KASUS GOPAY DAN SHOPEEPAY)},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 22108010039 Muhammad Ilham Nur Hafidz},
            year = {2026},
            note = {Anggari Marya Kresnowati, SE., ME.},
        keywords = {E-Wallet, Game Theory, Generasi Z, GoPay, ShopeePay},
             url = {https://digilib.uin-suka.ac.id/id/eprint/79534/},
        abstract = {This study aims to determine the optimal marketing strategies of GoPay and ShopeePay using Game Theory to increase consumer interest among Generation Z in the Special Region of Yogyakarta. A quantitative survey was conducted involving 100 respondents. Data were analyzed using a payoff matrix, pure strategy, mixed strategy, and linear programming. The results show that the pure strategy did not produce a saddle point. GoPay's optimal strategies are Price and Service with equal probabilities of 0.50, while ShopeePay's optimal strategies are Promotion (0.9091) and Security (0.0909). The game value of -12 indicates ShopeePay's competitive advantage.}
}