%0 Thesis
%9 Skripsi
%A Muhammad Ilham Nur Hafidz, NIM.: 22108010039
%B FAKULTAS EKONOMI DAN BISNIS ISLAM
%D 2026
%F digilib:79534
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K E-Wallet, Game Theory, Generasi Z, GoPay, ShopeePay
%P 111
%T ANALISIS STRATEGI PERSAINGAN E-WALLET PADA GENERASI Z DI DAERAH ISTIMEWA YOGYAKARTA DENGAN GAME THEORY (STUDI KASUS GOPAY DAN SHOPEEPAY)
%U https://digilib.uin-suka.ac.id/id/eprint/79534/
%X 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.
%Z Anggari Marya Kresnowati, SE., ME.