Sistem Pendukung Keputusan Penentuan Strategi Pemasaran Umkm Dengan Metode Analytical Hierarchy Process (Ahp) (Studi Kasus: Umkm Lava Di Purworejo)

Maysa, Wempi Widiarti (2023) Sistem Pendukung Keputusan Penentuan Strategi Pemasaran Umkm Dengan Metode Analytical Hierarchy Process (Ahp) (Studi Kasus: Umkm Lava Di Purworejo). Undergraduate Thesis thesis, Institut Teknologi Telkom Purwokerto.

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Abstract

Lava SMEs has been engaged in the culinary field since 2020 and has a variety of food products. This SMEs has several competitors around the operating location. Lava SMEs pays little attention to services through merchants, cause it focuses more on dine-in services. Therefore, prioritizing marketing strategies needs to provide solutions to existing problems in MSMEs to produce marketing strategy prioritization. This is used as material for consideration related to the marketing strategy that will be carried out to assist in monitoring and evaluating sales and services. Selection of the Analysis Hierarchy Process (AHP) method for prioritizing several alternative marketing strategy choices is considered through pairwise comparisons of each criterion and alternative. The criteria are determined based on the Marketing Mix 7P’s in the form of product, price, place, people, promotion, physical evidence and process. While the alternatives were obtained from SWOT analysis (strength, weakness, opportunity, threat) and obtained 15 alternatives. The implementation of this research is in the form of a marketing strategy priority dashboard website using the Analytical Hierarchy Process method. The research results are obtained in the form of alternative priorities from the marketing strategy. Giving discounts with minimum purchase conditions, is a priority marketing strategy with a total value of 0.15. Keywords : AHP, Decision Support System, Marketing Strategy, SMEs

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