Game Theory-Based Rice Marketing Strategies to Increase Consumer Purchase Intention in Kendari City

Abstrak

This study aims to analyze and determine rice marketing strategies based on Game Theory to increase consumer purchase intention in Kendari City. The research was conducted in Kendari City, with the research location selected purposively. Data were collected through observation, interviews, and documentation to identify product attributes considered by consumers when selecting and purchasing rice. Data analysis employed a Game Theory approach to determine optimal marketing strategies based on payoff values and strategy probabilities for two rice products, namely Santana rice and Ciliwung rice. The results showed that the payoff value obtained from the Game Theory analysis was 0.24, indicating that the optimal marketing strategy for both products was a mixed strategy. For Santana rice, the optimal marketing strategies included long shelf life, affordable price, brand availability, and ease of product access. Meanwhile, for Ciliwung rice, the optimal strategies included soft and fluffy rice texture, pleasant aroma, clear and white rice color, and ease of product access. The strategy with the highest probability for Santana rice was affordable price, with a probability of 0.57, while for Ciliwung rice, the highest-probability strategy was white and clear rice color, with a probability of 0.44. These findings indicate that effective marketing strategies should be tailored to the product attributes most valued by consumers. Game Theory provides a relevant approach for formulating competitive marketing strategies to increase consumer purchase intention for rice products in Kendari City..

Kata kunci

• Consumer Preference
• Consumer Purchase Intention
• Game Theory
• Marketing Strategy
• Rice