PERUMUSAN STRATEGI PEMASARAN JASA LAUNDRY SEPATU MENGGUNAKAN METODE GAME THEORY UNTUK MENINGKATKAN MINAT KONSUMEN DI WILAYAH MALANG

The large number of shoe laundry services that have sprung up in Malang City today, giving consumers more choices in determining which shoe washing place to visit. Such as the Ace Clean Shoes and King Shoes cleaning and Repair shoe laundry located in Malang City. This study aims to formulate an effective business development strategy using the Game Theory method. The method used is a qualitative approach with data collection through interviews, questionnaires, and observations. This research is a quantitative study. The sampling technique uses a homogeneous technique or an unlimited number of samples, and the researcher took a sample of 100 respondents as representatives. The data collection technique is primary data or data taken directly from respondents through questionnaires. While the independent variable in this study is marketing strategy while the dependent variable is consumer interest. This study shows the results of Ace Clean Shoes and King Shoes cleaning and Repair obtained results through the payoff table
-6 and obtained the result that the marketing strategy using game theory has similarities, namely the occurrence of a saddle point.