Decision Support System Using the Analytical Hierarchy Process (AHP) Method for Evaluating Marketing Strategy Effectiveness (Case Study: Gressoy Indonesia)
Abstract
Gressoy Indonesia is a micro business in the food and beverage sector that faces challenges in increasing sales of its products. To assist decision-making in choosing the most effective marketing strategy, this research develops a decision support system using the Analytical Hierarchy Process (AHP) method. This method is used to develop a hierarchical structure based on objectives, evaluation criteria, and marketing strategy alternatives, then weighted through pairwise comparisons. Data was obtained through observation, interviews, and questionnaires with Gressoy management. There are four marketing strategies evaluated, namely promotion through social media, cooperation with partnerships, providing seasonal discounts, and participating in an event. The results of data processing show that the strategy of cooperation with partnerships is the top priority to be evaluated with the highest weighted value of 0.436. Other strategies in order are participating in an event (0.270), giving seasonal discounts (0.187), and promotion through social media (0.106). The criteria that most influenced the decision was ease of implementation, followed by effectiveness in increasing sales, market reach, and cost. These results suggest that strategies that are easy to implement and have a direct impact on sales need to be the main concern. These findings are expected to help MSMEs in developing more effective and targeted marketing strategies to increase product sales.
References
Direktorat Jenderal Kekayaan Negara Kementerian Keuangan RI, “Optimalkan Potensi UMKM terhadap PDB Indonesia melalui Lelang UMKM,” DJKN Kemenkeu, 2024. [Online].
Kementerian Koperasi dan UKM RI, “UMKM HEBAT, PEREKONOMIAN NASIONAL MENINGKAT,” DJPb Kemenkeu, 2021. [Online].
Examples:
D. Rahmawati, M. Meliana, W. T. Wahyuni, I. Maulidiyah, E. Saqila, S. Eilma, N. Fauziah, B. Nevy, M. Maulidiyah, S. N. Diana, A. S. Shabira, M. Seran, dan F. Lovirna, "Pentingnya Izin PIRT Bagi UMKM: Literature Review Articel," OBAT: J. Riset Ilmu Farm. dan Kesehat., vol. 2, no. 1, 2024, doi: 10.61132/obat.v2i1.193.
Kadin Indonesia, “Data dan Statistik UMKM Indonesia," https://kadin.id/data-dan-statistik/umkm-indonesia/, 2025. [Online].
A. A. Rivai, "Wadah UMKM KEMENKEU, Aplikasi Model Satu Paket Kemudahan Sistem Untuk Kesejahteraan Bangsa," DJKN Kementerian Keuangan Republik Indonesia, 2022. [Online].
A. Ariyanto, Strategi Pemasaran UMKM di Masa Pandemi, Sumatera Barat: Insan Cendekia Mandiri, 2021.
C. M. Manik and M. Simanjuntak, "Analisis Pengaruh Strategi Pemasaran Digital Terhadap Loyalitas Pelanggan dan Peningkatan Daya Saing UMKM Di Restoran Damar Balige," Jurnal Ilmu Multidisiplin, vol. 2, no. 2, pp. 95–114, 2024.
G. Y. K. Siregar, "Sistem Pendukung Keputusan Berbasis AHP untuk Pemilihan Strategi Pemasaran Digital bagi UMKM," JCO, 2024.
D. J. Power, “Decision Support System (DSS) Resources Glossary,” DSSResources.COM, 1995. [Online].
D. J. Power, "What is a DSS," The On-line Executive Journal for Data-Intensive Decision Support, vol. 1, no. 3, pp. 223–232, 1997.
S. A. Leana, O. Alfina, dan M. Safii, "Implementasi Algoritma AHP Sebagai Pendukung Keputusan Strategi Pemasaran pada UMKM," JUTEK – Jurnal Teknologi, vol. 1, no. 2, hlm. 54–61, Jan. 2025.
T. L. Saaty, "Decision Making with the Analytic Hierarchy Process," Int. J. Services Sciences, pp. 83–98, 2008.
G. N. Akbar and H. Aulawi, "Perancangan strategi pemasaran jersey olahraga menggunakan metode analisis SWOT dan AHP," Jurnal Kalibrasi, vol. 19, no. 1, pp. 82–89, 2021.
[14] A. R. Dewi, B. O. Sembiring, T. H. Sinaga, dan E. Rahayu, "Analisis Sistem Pendukung Keputusan dalam Penentuan Pemilihan Asisten Laboratorium Komputer Menggunakan Metode Electre," Jurnal Unitek, vol. 17, no. 2, hlm. 215-225, 2024.
M. J. E. Gulo, Y. Hasan, dan I. Lubis, "Sistem Pendukung Keputusan Kelayakan Penerimaan Bantuan Tanah Garapan Pada Dusun III-A Selambo Desa Amplas Menggunakan Metode Analytic Network Process (ANP)," Jurnal Ilmu Komputer dan Teknologi Informasi, vol. 2, no. 3, 2024.
Z. R. Noviana, E. Seniwati, dan N. T. Hartanti, "Sistem Penunjang Keputusan Pemilihan Mobil Bekas Menggunakan Metode SAW (Studi Kasus: Bogel Auto)," Journal of Information System Management, vol. 6, no. 1, pp. 70-78, 2024.
N. F. Husnaini, "Sistem Pendukung Keputusan Berbasis Web dengan Metode AHP-TOPSIS untuk Pengukuran Tingkat Kesejahteraan Masyarakat Pesisir di Kabupaten Pidie," Computer Journal, vol. 3, no. 1, pp. 51-60, 2025.
H. Poerwadarminta, Sistem Pendukung Keputusan. Jakarta, 2004.
Universitas Medan Area, "Sistem Pendukung Keputusan (Decision Support System - DSS)," bpmid.uma.ac.id, 31-Aug-2024. [Online].
R. Sari dan I. Wulandari, "Implementasi Analytical Hierarchy Process (AHP) untuk Menentukan Strategi Pemasaran pada UMKM," J. Teknol. Inform. dan Komp., vol. 7, no. 2, hlm. 45–52, 2023.
J. Warmansyah, Metode Penelitian Dan Pengolahan Data Untuk Pengambilan Keputusan Pada Perusahaan. Yogyakarta: Deepublish, 2020.
R. Yanto, "Penerapan metode analytical hierarchy process dalam upaya peningkatan kualitas objek wisata," Creative Information Technology Journal, vol. 4, no. 3, pp. 163–173, 2018.
