%A NIM.: 22108010039 Muhammad Ilham Nur Hafidz
%O Anggari Marya Kresnowati, SE., ME.
%T ANALISIS STRATEGI PERSAINGAN E-WALLET PADA GENERASI Z DI DAERAH ISTIMEWA YOGYAKARTA DENGAN GAME THEORY (STUDI KASUS GOPAY DAN SHOPEEPAY)
%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.
%K E-Wallet, Game Theory, Generasi Z, GoPay, ShopeePay
%D 2026
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib79534