Optimization of Marketing Strategy in E-Commerce to Attract Consumers Using the Markov Chain Model in the Game Theory Method

Technological developments that are quite rapid have shifted the shopping culture of Indonesian people to become more modern. The use of e-commerce in the field of buying and selling is one of the largest uses in Indonesia. The higher the popularity of e-commerce in Indonesia, the more e-commerce has begun to develop. Thus, it is necessary to find optimal strategies in order to assist e-commerce in attracting consumers amidst the growing diversity of e-commerce. Game theory is a mathematical model used in conflict or competition between various interests or strategies. One of the basic elements of game theory is the pay-off matrix which is then solved by pure strategy and mixed strategy, namely linear programming with the help of POM QM V5. As for competition between e-commerce, there is a transfer of brands between e-commerce which is assessed by the markov chain model so that steady state opportunities are found between e-commerce. Thus, the results obtained from game theory are that in Shopee and Tiktok Shop competition, the optimal Shopee strategy is a security strategy and for Tiktok Shop is a Promotion strategy. In the competition between Shopee and Tokopedia, the optimal strategy for Shopee is the discount strategy and the optimal strategy for Tokopedia is security. And for competition between Tiktok Shop and Tokopedia, the optimal strategy is discounts for Shopee and security for Tokopedia. Brand switching using Markov Chain gets a probability of Shopee 0.481, Tiktok Shop 0.234, and Tokopedia 0.281.