Analisis Literatur Strategi Interaksi Kompetitif dan Perang Harga Antar-Platform E-Commerce: Perspektif Teori Permainan

Tressia Anjelina Manalu; Lokot Muda Harahap; Gita Tri Novel Pandiangan; Jelitha Betsyeba; Muhammad Umair Yazid; Nadya Stefania Hutauruk; Sri Rahayu Sinaga; Willy Linchon Sihombing

doi:10.59061/dinamikapublik.v4i4.1606

Authors

Tressia Anjelina Manalu Universitas Negeri Medan
Lokot Muda Harahap Universitas Negeri Medan
Gita Tri Novel Pandiangan Universitas Negeri Medan
Jelitha Betsyeba Universitas Negeri Medan
Muhammad Umair Yazid Universitas Negeri Medan
Nadya Stefania Hutauruk Universitas Negeri Medan
Sri Rahayu Sinaga Universitas Negeri Medan
Willy Linchon Sihombing Universitas Negeri Medan

DOI:

https://doi.org/10.59061/dinamikapublik.v4i4.1606

Keywords:

E-Commerce, Game Theory, Competition, Price Wars, Pricing Strategies, Nash Equilibrium

Abstract

Persaingan antarplatform e-commerce ditandai oleh ketergantungan strategis dalam penetapan harga, promosi, pelayanan, teknologi, dan penciptaan nilai. Penelitian ini bertujuan untuk mensintesis literatur mengenai strategi interaksi kompetitif dan perang harga antarplatform e-commerce dari perspektif teori permainan. Penelitian menggunakan pendekatan kajian literatur kualitatif dengan menelaah karya ilmiah yang membahas persaingan platform, penetapan harga, promosi, pasar dua sisi, teori permainan, live commerce, penetapan harga berbasis algoritma, dan persaingan nonharga. Literatur disusun secara tematik ke dalam interaksi strategis, persaingan dan perang harga, keseimbangan Nash dan evolutionary game theory, serta value-based competition. Hasil sintesis menunjukkan bahwa persaingan platform tidak dapat dipahami hanya melalui harga karena keputusan mengenai diskon, subsidi, layanan, iklan, teknologi, dan pengembangan ekosistem dapat memunculkan respons strategis dari pesaing. Teori permainan menjelaskan mengapa keputusan harga atau promosi yang rasional secara individual dapat menghasilkan hasil yang kurang menguntungkan secara bersama dan mengapa keseimbangan bergantung pada strategi serta kondisi pemain lain. Kajian juga menunjukkan bahwa kualitas layanan, pengalaman konsumen, layanan bernilai tambah, dan kemampuan teknologi memperluas ruang strategi di luar persaingan harga. Dengan demikian, persaingan platform lebih tepat dipahami sebagai interaksi strategis multidimensional yang menggabungkan strategi harga dan nonharga sesuai kondisi pasar.

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