Implementasi Metode AHP dan PM dalam Pemilihan Digital Marketing untuk Perluasan Pasar
DOI:
https://doi.org/10.55537/cosmic.v2i2.1263Kata Kunci:
Analytical Hierarchy Process, Profile Matching, Digital Marketing, Perluasan PasarAbstrak
Penelitian ini bertujuan untuk mengembangkan sistem pendukung keputusan (SPK) berbasis metode Analytical Hierarchy Process (AHP) dan Profile Matching (PM) guna membantu PT. Global Bangunan Jaya dalam memilih tools digital marketing yang paling efektif untuk memperluas pasar. Metode AHP digunakan untuk menentukan bobot prioritas pada kriteria yang meliputi biaya, jangkauan audiens, efektivitas, dan kemudahan penggunaan, sementara PM digunakan untuk mencocokkan kriteria tersebut dengan profil tools digital marketing yang tersedia. Data diperoleh melalui wawancara dengan manajer pemasaran, kuesioner, dan literatur terkait. Hasil penelitian menunjukkan bahwa kombinasi AHP dan PM mampu menghasilkan peringkat rekomendasi tools digital marketing berdasarkan nilai kesesuaian yang memenuhi kebutuhan perusahaan. Tools dengan nilai tertinggi terbukti lebih efektif dalam meningkatkan strategi pemasaran, brand awareness, dan potensi penjualan. Sistem ini menawarkan pendekatan berbasis data yang sistematis dalam pengambilan keputusan, sehingga membantu perusahaan menghindari keputusan subyektif yang kurang optimal. Kesimpulannya, penerapan metode AHP dan PM terbukti relevan untuk masalah pengambilan keputusan multi-kriteria dalam pemasaran digital. Penelitian ini merekomendasikan pembaruan data secara berkala agar sistem tetap relevan dengan tren digital marketing yang dinamis. Dengan demikian, SPK ini berpotensi menjadi solusi strategis bagi perusahaan untuk beradaptasi dengan perubahan kebutuhan pasar dan meningkatkan daya saing.
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Referensi
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