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