The Concept of Game Theory in Determining the Competition Strategy for Gojek and Grab Online Transportation Services

DOI

10.2991/978-2-38476-216-3_3How to use a DOI?

Keywords

Business Competition; Game Theory; Online Transportation

Abstract

In 2021, Gojek and Grab emerged as the leading and most widely embraced online transportation service providers. Their shared commitment to meeting customer needs fueled intense competition, prompting both companies to enhance their respective advantages. A crucial aspect of gaining a competitive edge lay in the formulation of effective marketing strategies. This study aimed to ascertain the superior marketing strategy between Gojek and Grab, examining the perspective of students from the Faculty of Mathematics and Natural Sciences at Universitas Syiah Kuala (FMIPA-USK) using the framework of game theory. The respondents, comprising 338 even-semester students from the 2020/2021 academic year, were selected through stratified random sampling. The findings revealed a mixed strategy, with both players converging on the same saddle point, specifically at a value of 71. This saddle point represented the optimal game value for both companies, indicating the ideal marketing strategy based on the preferences of FMIPA-USK students as users of online transportation services. For Gojek, the optimal strategy involved a cost-effective approach at 43.1% and a convenience-focused strategy at 56.7%. In contrast, Grab’s optimal strategy leaned towards a security-oriented approach with a probability of 97.6% and a promotional strategy at 2.2%. This comprehensive analysis sheds light on the nuanced preferences of the target audience and provides insights into the tailored marketing strategies that can effectively resonate with FMIPA-USK students.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nurhasanah
AU  - Ridho Purnama Gustifa
AU  - Nany Salwa
AU  - Amiruddin Hasan
PY  - 2024
DA  - 2024/03/31
TI  - The Concept of Game Theory in Determining the Competition Strategy for Gojek and Grab Online Transportation Services
BT  - Proceedings of the 2nd Annual International Conference on Mathematics, Science and Technology Education (AICMSTE 2023)
PB  - Atlantis Press
SP  - 19
EP  - 31
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-216-3_3
DO  - 10.2991/978-2-38476-216-3_3
ID  - 2024
ER  -