STRATEGI PEMASARAN PRINTER INKJET DENGAN RANTAI MARKOV DAN TEORI PERMAINAN DI WILAYAH SURABAYA TIMUR

Abstract

ABSTRACT The rapid development of the age it is today had an impact on human civilization, where man is no longer any difficulty in doing an activity or activities. This is caused by the development of high-tech facilities and be able to help people facilitate the activity. One of the facilities developed at this time is an inkjet printer. Printer is a tool that we can use to print a document (text, images and other displays) from the computer to paper or similar media. Inkjet printer is a printer that uses ink which is a type of dye ink types excess prints perfect color and also the price of inkjet printers is relatively cheap. Of the many available brands of inkjet printers that it occurs very rapidly retreat between inkjet printer manufacturers to improve product quality and quality inkjet printer. Besides the behavioral patterns of Indonesia using inkjet printers tend to move from one brand to another brand because prices are relatively inexpensive inkjet printer that caused the behavior patterns of society as it triggers the producers to capture market share there. Objectives to be achieved by the researchers in the study was to determine the market share of each brand of inkjet printer using markov chains and determine inkjet printer product marketing strategies using game theory. Markov chain is used to determine the percentage of each brand of inkjet printers. Game theory is a field of science supporting the determination of marketing strategy, which is widely used in marketing competitive conditions. This technique allows the determination of certain actions (strategies) that will minimize the maximum loss the decision maker who faces the behavior of one or more competitors who could not be determined. Processing and analysis of the results from both methods markov chains and game theory that Canon's market share by 46% and marketing strategies used Canon is a service center, HP's market share of 28.1% and a marketing strategy that is used is the brand HP printer, Epson's market share by 13.7% and marketing strategies used are Epson brand printers, Brother and market share of 12.2% and marketing strategy is used Brother print quality and warranty. Keywords: Market Share, Markov Chain, Game Theory, Marketing Strateg