Analysis of Service Provider Marketing Strategy in Achieving Customer Loyalty Using Game Theory for Senior High School Students in Samarinda City

Abstract

The competition between two or more interested parties facing each other can be modeled using a mathematical model through a game theory. Telkomsel and Indosat are two telecommunication service providers in Indonesia that compete with each other in getting consumers. In the pandemic era, marketing strategies are needed to attract elementary, middle, high school, and college students which require internet services for online learning. This study aims to analyze the service provider's marketing strategy in achieving customer loyalty using a game theory for senior high school students. In this study, the sample were senior high school students in Samarinda, variables of study were starter pack prices, networks and signals, social media package promos, conference package promos, internet package prices and the validity period of internet packages. The results of game data analysis showed that the optimal game value was 5.53, where the optimal strategy for Telkomsel card providers was superior in network and signal (X2) and conference package promos (X4). Then the Indosat provider card had the advantages in the price of the internet package (Y5) and the validity period of the internet package (Y6).