Batik pamekasan company in the area is a small company or a so-called small and medium businesses, where the issue of marketing is still not optimal, it is because the company is still applying the manifold UKM with good marketing strategy. Steps to analyze the marketing strategy can be done by using game theory or the so-called game theory is used to analyze decisions that are based on the current events, to determine the players, determine the existing strategy, and to determine the preferences of each player. Game theory can be carried out on two groups facing each other and applying the rules which have been known by each player. If based on consumer preferences, consumers will choose a product that can satisfy it. Based on the above background, the researchers wanted to formulate the optimal marketing strategy in the UKM Batik Pamekasan. Keyword: marketing strategy, game theory

Batik pamekasan company in the area is a small company or a so-called small and medium businesses, where the issue of marketing is still not optimal, it is because the company is still applying the manifold UKM with good marketing strategy. Steps to analyze the marketing strategy can be done by using game theory or the so-called game theory is used to analyze decisions that are based on the current events, to determine the players, determine the existing strategy, and to determine the preferences of each player. Game theory can be carried out on two groups facing each other and applying the rules which have been known by each player. If based on consumer preferences, consumers will choose a product that can satisfy it. Based on the above background, the researchers wanted to formulate the optimal marketing strategy in the UKM Batik Pamekasan. Keyword: marketing strategy, game theory

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