Analysis of Competitive Strategies for Food Delivery Services using Game Theory With 3 Players (ShopeeFood, GoFood, and GrabFood)
DOI:
https://doi.org/10.30605/proximal.v9i1.7809Keywords:
Game Theory, Goofood, Grabfood, ShopeeFood, Tree PlayersAbstract
The development of application-based food delivery services is driving strategic competition between ShopeeFood, GoFood, and GrabFood in attracting consumer preferences. This research aims to analyze the competitive strategies of the three platforms using a non-cooperative three-player Game Theory approach. The research method used is descriptive quantitative with data directly selected from respondents who are students of the Faculty of Mathematics and Natural Sciences at the University of North Sumatra. Data was collected thru a forced-choice questionnaire on five strategy attributes: price, promotions, application, courier, and merchant, and then processed into a payoff matrix. The analysis was conducted using the best response method (underline/circle method) to determine the Pure Strategy Nash Equilibrium. The research results indicate that there is a Nash equilibrium in the combination of strategies (ShopeeFood: Price, GoFood: Price, GrabFood: Courier). This finding indicates that price competition is the optimal strategy for ShopeeFood and GoFood, while GrabFood gains an advantage thru courier service differentiation. This research provides an empirical contribution to the application of three-player game theory in digital platform competition.
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