Application of Game Theory in Determining Marketing Strategy of Industrial and Informatics Engineering Study Program at Sekolah Tinggi Teknologi Bandung

• Main Author: WIJAYATI (NIM: 20916001), DIYAH
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26735
• Institution: Institut Teknologi Bandung

Game theory is a mathematics model used in situations of conflict or competition between various interests facing each other as competitors. The aim of this research is to formulate mathematical model using game theory in order to determine optimum marketing strategy of Industrial and Informatics Engineering study program at Sekolah Tinggi Teknologi Bandung. The resulted model leads to a linear programming problem. To solve the problem, three numerical approaches are conducted: linprog function at Matlab, combination between simplex method and pivot method at Microsoft Excel, and metaheuristic method using firefly algorithm at Matlab. From numerical simulation, it is recommended that game with mixed strategy is an appropriate one. The marketing strategy used in the study are popularity strategy, tuition fee strategy, number of graduation strategy, and number of lecturer strategy. Result show that the optimal marketing strategy for Industrial Engineering study program is tuition fee strategy, number of graduation strategy, and number of lecturer strategy. While the optimal marketing strategy for Informatics study program is tuition fee strategy, number of graduation strategy, and popularity strategy.