EnglishDeveloping A Model with Dematel, Anp, Topsis Approaches for Marketing Strategy Selection in Batik Madura Industry
Abstrak
Pemilihan strategi pemasaran sangat penting untuk keberlanjutan usaha kecil dan menengah (UKM). Memilih strategi pemasaran terbaik adalah masalah yang melibatkan proses pengambilan keputusan multi kriteria, yang mempertimbangkan banyak atribut dalam berbagai fase metode perumusan strategi. Makalah ini mengusulkan model untuk memilih strategi pemasaran di UKM Batik Madura. Model dalam penelitian ini memilih lima kriteria termasuk jaringan pelanggan, kemampuan inovasi, kompetensi manajerial, modal manusia, dan reputasi perusahaan berdasarkan hasil tinjauan pustaka dan diskusi pengambilan keputusan kelompok fokus. Hasil dari proses jaringan analitik (ANP), percobaan pengambilan keputusan dan evaluasi laboratorium (DEMATEL) dan Teknik untuk preferensi pesanan dengan kemiripan dengan metode solusi ideal (TOPSIS) diterapkan untuk memperoleh peta hubungan dampak dari setiap kriteria dan untuk menentukan prioritas strategi pemasaran. Implementasi model menunjukkan bahwa UKM Batik Madura harus mempertahankan fokus mereka pada pemasaran segmentasi sebagai strategi pemasaran yang paling tepat.
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