WAHYUTI, ICHAN (2020) ANALISIS PERSAINGAN PEMASARAN TERHADAP PRODUK SUSU CAIR DALAM KEMASAN SIAP MINUM MENGGUNAKAN METODE LOGIKA FUZZY DAN TEORI PERMAINAN. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
Nowadays there are lots of liquid milk circulating in ready-to-drink packages, which makes consumers selective in choosing. Consumer effectiveness results in increasingly intense competition between companies in producing products that are in accordance with consumer desires. Based on previous research conducted by Rufianna (2019) on Go-jek and Grab online transportation services, the application of fuzzy logic methods and game theory resulted in a saddle point value of -3,173 which security attributes for Go-jek and the promotional / discount code attribute for Grab . The problem of liquid milk product competition in ready-to-drink packaging can be solved using fuzzy logic methods and game theory to determine the right marketing attributes in winning the competition. The results of this study obtained the value of the saddle point between Frisianflag vs indomilk of -0,502, while the value of the saddle point between frisianflag vs Greenfild was 1,474, and the value of the saddle point between indomilk vs greenfield was 0,972. So the superior marketing attribute for frisianflag is freshness of milk, for indomilk is advertising, and for greenfield namely availability of milk. Keywords: Saddle Point, Fuzzy Logic, Game Theory
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Fatchullah Fatchullah | ||||||||
| Date Deposited: | 01 Nov 2021 04:03 | ||||||||
| Last Modified: | 01 Nov 2021 04:03 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/3074 |
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