HE IMPLEMENTATION OF MARKOV CHAIN TO PREDICT MARKET SHARE SMARTPHONE CUSTOMERS IN SURABAYA DURING PANDEMIC COVID-19
DOI:
https://doi.org/10.24191/VoA.v18i1.11822Keywords:
Marketing strategy, Markov chain, PredictionAbstract
In the second quarter of 2019, smartphone shipments in Indonesia reached the highest figure in history, which was 9.7 million units according to a market research Indonesia Digital Conference (IDC). The smartphone competition in Indonesia continues to increase drastically in 2018. Samsung survived on the top position with a market share of 25.4% followed by Xiaomi 20.5%, Oppo 19.5% and Vivo 15.9%. The four smartphone brands are the biggest market share smartphone in Indonesia. In this summary, this research will propose market share prediction for each smartphone brand in Surabaya up to 2023 using Markov Chain. This research will identify factors in the selection of smartphone brands. Then we will determine the weight of each factor using Analytical Hierarchy Process (AHP). Finding the right marketing strategy with the expectation that smartphone vendor can maintain and increase the volume of sales of its products so that it can reach the desired market share. The purpose of this research is to be able to provide suggestion for smartphone businesses in Surabaya.
References
Anggraini, D., Mujib And Putra, N. W. (2017) ‘Aplikasi Logika Fuzzy Dalam Teori Permainan Untuk Menentukan Strategi Pemasaran ( Studi Kasus : Persaingan Alfamart Dan Indomaret )’, Pp. 81–87.
Bairagi, A. And Kakaty, S. C. (2016) ‘Analysis Of Brand Loyalty Using Homogeneous Markov Model’, 7(4), Pp. 6–9. Doi: 10.9790/5933-0704040609.
Chan, K. C. (2015) Market Share Modelling And Forecasting Using Markov Chains And Alternative Models, International Journal Of Innovative Computing, Information And Control ICIC International C.
Cheng, C. J. Et Al. (2012) ‘Customer Lifetime Value Prediction By A Markov Chain Based Data Mining Model: Application To An Auto Repair And Maintenance Company In Taiwan’, Scientia Iranica, 19(3), Pp. 849–855. Doi: 10.1016/J.Scient.2011.11.045.
Dwivedi, Y. K. Et Al. (2020) ‘Impact Of Covid-19 Pandemic On Information Management Research And Practice: Transforming Education, Work And Life’, International Journal Of Information Management, (July), P. 102211. Doi: 10.1016/J.Ijinfomgt.2020.102211.
Karjaluoto, H. Et Al. (2005) ‘Factors Affecting Consumer Choice Of Mobile Phones: Two Studies From Finland’, Journal Of Euromarketing, 14(3), Pp. 59–82. Doi: 10.1300/J037v14n03_04.
Natalia, L. (2019) Kecenderungan Berpindah Merek Smartphone. Universitas Sanata Dharma Yogyakarta.
Ramadhani, I. R., Fathurohman, I. And Fardani, M. A. (2020) ‘Efek Penggunaan Smartphone Berkelanjutan Pada Masa Pandemi Covid-19 Terhadap Perilaku Anak’, Jurnal Amal Pendidikan, 1(2), Pp. 96–105.
Şahin, A., Kitapçi, H. And Zehir, C. (2013) ‘Creating Commitment, Trust And Satisfaction For A Brand: What Is The Role Of Switching Costs In Mobile Phone Market?’, Procedia - Social And Behavioral Sciences, 99, Pp. 496–502. Doi: 10.1016/J.Sbspro.2013.10.518.
Yuni, S. M., Rusdiana, S. And Isnardi (2018) ‘Strategi Pemasaran Warung Kopi Di Kota Banda Aceh Dengan Game Theory’, 1(2), Pp. 49–63.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
