IMPLEMENTASI FUZZY GAME THEORY DALAM MENENTUKAN STRATEGI PEMASARAN OPTIMAL (STUDI KASUS PERSAINGAN E-COMMERCE SHOPEE, TOKOPEDIA DAN LAZADA)

companies is very tight to win market share. Therefore, the company must be able to choose the optimal marketing strategy that will be carried out to win the market share. One way to determine the optimal marketing strategy is to implement the Fuzzy Game Theory method. The fuzzy method is used to interpret a subjective consumer assessment. While the game theory is used to determine the optimal marketing strategy. The purpose of this study is to determine the optimal marketing strategy for the three ecommerce site Shopee, Tokopedia and Lazada which are oriented based on the attributes that are prioritized by consumers in choosing E-Commerce. After going throught the fuzzification and defuzzification process, it is recognized that the most important attribute by consumers in choosing ecommerce is the completeness of the product. In the results of the processing of game theory it was found that e-commerce shopee and lazada use the attributes of the ease of payment transactions as their optimal strategy, while tokopedia uses product quality attributes as optimal marketing strategy.