Analisis Strategi Pemasaran Usaha Bandeng Presto Juwana Menggunakan Metode Analytical Hierarchy Process

Abstract

This study aims to analyse marketing strategies for presto milkfish businesses using the Analytical Hierarchy Process (AHP) method. Because micro and small businesses in the food industry such as presto milkfish, often face challenges in allocating marketing resources efficiently. The AHP method is used to address the complexity in marketing decision-making by considering various relevant criteria. This research involves collecting data on the preferences and relative judgements of business owners and marketing experts related to the criteria of brand recognition, product quality and product price. Alternative criteria included product development, digital marketing, market expansion, customer service and partnerships. The data is used to fill in the pairwise comparison matrix using the AHP method. The analysis produces priority weights for each criterion which are then used to determine the priority of marketing strategies to be more optimal. The analysis results also recommended 62.3% to improve product quality for marketing strategies with their business objectives. This research can make an important contribution to the decision-making system, as it can provide more informative guidance for allocating marketing budgets for presto milkfish business owners. So as to improve the competitiveness and growth of micro and small enterprises in the food sector.