ANALISIS PERSAINGAN INDUSTRI TELEVISI BERBAYAR MENGGUNAKAN RANTAI MARKOV (STUDI KASUS: PT. INDONUSA TELEMEDIA (TRANSVISION) VERSUS TELEVISI BERBAYAR LAINNYA DI KOTA MAKASSAR TAHUN 2017)
DOI:
https://doi.org/10.24252/msa.v7i1.8165Abstract
Penelitian ini membahas tentang peluang peralihan pelanggan TV berbayar. Persaingan industri TV berbayar di Kota Makassar yang tinggi, mengakibatkan berpindahnya pelanggan dari TV Berbayar yang ke yang lainnya, sehingga pemilik industri TV berbayar perlu untuk menyusun strategi sehingga jumlah pelinggannya semakin meningkat. Dalam menyusun strategi khususnya setiap industri merupakan bagian penting dari sebuah kesuksesan perusahaan. Sehingga penelitian ini bertujuan untuk mengetahui besarnya peluang peralihan TV berbayar dimasa mendatang dan prediksi pangsa pasar TV berbayar berdasarkan alasan peralihan pelanggann periode mendatang menggunakan metode rantai Markov. Hasil penelitian menyatakan bahwa Besar peluang peralihan TV berbayar dimasa mendatang yaitu TV berbayar Indovision yang banyak diminati pelanggan peluang peralihannya lebih besar daripada TV berbayar lainnya yaitu 1,76%, sedangkan TV berbayar Transvision 0,92 dan BigTV 0,30%, sedangkan OrangeTV peluang peralihannya 0% dan prediksi pangsa pasar TV berbayar berdasarkan alasan peralihan pelanggann periode mendatang dimana pangsa pasar TV berbayar Indovision dengan persentase sebesar 33,32%, kemudian Transvision sebesar 28,25%, BigTV sebesar 21,94% dan terakhir OrangeTV sebesar 16,37%..References
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