Analisis Strategi Pemasaran untuk Meningkatkan Penjualan Roti pada Asryifa Bakery Menggunakan Metode Promotion Mix dan AHP - The Southern African Journal of Entrepreneurship and Small Business Management
Total View This Week0
Total View This Week0
Institusion
Institut Teknologi Kalimantan
Author
Febriyanti, Nur Ni'ma Maula
Subject
L Education (General)
Datestamp
2022-07-18 05:57:01
Abstract :
During the Covid-19 pandemic, Arsyifa Bakery's bread sales decreased by 10% - 35%. The decline in bread sales was caused by one factor, namely not implementing digital marketing. So to solve this problem, it is necessary to have a method namely Promotion Mix and Analytical Hierarchy Process (AHP). This study aims to determine and increase sales of Arsyifa Bakery using the Promotion Mix and AHP marketing strategy methods to propose improvement strategies based on the priority components of the Promotion Mix method, and to implement the proposed improvement strategies given to Arsyifa Bakery. The research method was carried out by distributing 70 AHP questionnaires which were processed using Expert Choice software. The results obtained from the processing are pairwise comparison matrices, the weights taken from the collected questionnaire scores, as well as the priority components of criteria, sub-criteria and alternative solutions. So that the conclusion obtained is that the priority component of the advertising/advertising variable has a weight of 0.314 and the sub-criteria component that becomes a priority is the media design used by Arsyifa Bakery has a weight of 0.285. Based on these priority components, the proposed improvement that can be given is the marketing of bread through social media by creating an Instagram account. Meanwhile, the results of the implementation of the implementation of the proposed improvement given to Arsyifa Bakery for 32 days obtained data on Arsyifa Bakery's sales which increased by 5% with the number of bread sold as many as 14,980 pieces
During the Covid-19 pandemic, Arsyifa Bakery's bread sales decreased by 10% - 35%. The decline in bread sales was caused by one factor, namely not implementing digital marketing. So to solve this problem, it is necessary to have a method namely Promotion Mix and Analytical Hierarchy Process (AHP). This study aims to determine and increase sales of Arsyifa Bakery using the Promotion Mix and AHP marketing strategy methods to propose improvement strategies based on the priority components of the Promotion Mix method, and to implement the proposed improvement strategies given to Arsyifa Bakery. The research method was carried out by distributing 70 AHP questionnaires which were processed using Expert Choice software. The results obtained from the processing are pairwise comparison matrices, the weights taken from the collected questionnaire scores, as well as the priority components of criteria, sub-criteria and alternative solutions. So that the conclusion obtained is that the priority component of the advertising/advertising variable has a weight of 0.314 and the sub-criteria component that becomes a priority is the media design used by Arsyifa Bakery has a weight of 0.285. Based on these priority components, the proposed improvement that can be given is the marketing of bread through social media by creating an Instagram account. Meanwhile, the results of the implementation of the implementation of the proposed improvement given to Arsyifa Bakery for 32 days obtained data on Arsyifa Bakery's sales which increased by 5% with the number of bread sold as many as 14,980 pieces
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
