TY  - THES
N1  - Anggari Marya Kresnowati, SE., ME.
ID  - digilib79534
UR  - https://digilib.uin-suka.ac.id/id/eprint/79534/
A1  - Muhammad Ilham Nur Hafidz, NIM.: 22108010039
Y1  - 2026/08/19/
N2  - 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.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - E-Wallet
KW  -  Game Theory
KW  -  Generasi Z
KW  -  GoPay
KW  -  ShopeePay
M1  - skripsi
TI  - ANALISIS STRATEGI PERSAINGAN E-WALLET PADA GENERASI Z DI DAERAH ISTIMEWA YOGYAKARTA DENGAN GAME THEORY (STUDI KASUS GOPAY DAN SHOPEEPAY)
AV  - restricted
EP  - 111
ER  -