eprintid: 79534
rev_number: 10
eprint_status: archive
userid: 12460
dir: disk0/00/07/95/34
datestamp: 2026-10-28 04:32:56
lastmod: 2026-10-28 04:32:56
status_changed: 2026-10-28 04:32:56
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Muhammad Ilham Nur Hafidz, NIM.: 22108010039
title: ANALISIS STRATEGI PERSAINGAN E-WALLET PADA GENERASI Z DI DAERAH ISTIMEWA YOGYAKARTA DENGAN GAME THEORY (STUDI KASUS GOPAY DAN SHOPEEPAY)
ispublished: pub
subjects: 332.178
divisions: jur_es
full_text_status: restricted
keywords: E-Wallet, Game Theory, Generasi Z, GoPay, ShopeePay
note: Anggari Marya Kresnowati, SE., ME.
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.
date: 2026-08-19
date_type: published
pages: 111
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS EKONOMI DAN BISNIS ISLAM
thesis_type: skripsi
thesis_name: other
citation:   Muhammad Ilham Nur Hafidz, NIM.: 22108010039  (2026) ANALISIS STRATEGI PERSAINGAN E-WALLET PADA GENERASI Z DI DAERAH ISTIMEWA YOGYAKARTA DENGAN GAME THEORY (STUDI KASUS GOPAY DAN SHOPEEPAY).  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/79534/1/22108010039_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/79534/2/22108010039_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf