ANALISIS SWOT DALAM PENENTUAN BOBOT KRITERIA PADA PEMILIHAN STRATEGI PEMASARAN MENGGUNAKAN ANALYTIC NETWORK PROCESS
Decision Support System provides recommendations to stakeholders in making decisions,in order to carry out the management function of the organization (university). Marketing within the university carries out one of the main functions of management, namely Planning. Planning is taken to win the competition (to get new students). An increasing number of new students can be obtained with various marketing strategies as an alternative. However, not all marketing strategies are planned to be implemented in one student admission period,for this reason, a DSS approach is needed that is supported by several criteria so that it is expected to avoid stakeholders in determining subjective marketing strategies. Based on the predetermined criteria, it is necessary to determine the weight for each criterion, generally there are several ways to determine the weight of the criteria. SWOT analysis is one of the approaches used to obtain the weight of the importance of the criteria for alternatives. By using SWOT, it can provide an overview of the organization obtained, After determining the weight value of the organizational description (in this case the university) then the weight value obtained is calculated by ANP. The ANP method as an MCDM method is an extension of AHP with the concept of network construction, providing dependence between the components of the SPK, from criteria to sub-criteria, the dependence of criteria on alternatives and vice versa. Determined by determining the criteria, sub-criteria, alternatives, the weight of each component, the weight of the criteria written in a pairwise comparison to produce a supermatrix. The results of the study indicate that the SWOT can increase the objectivity of the process of determining the weight of the criteria in decisions which is indicated by an increase in the preference value of 19.3%
M. McDonald, Marketing Planas, How to Prepare them, how to use them. 2007.
H. Siagian and Z. J. Husada Tarigan, ‘The Effect of Enterprise Resource Planning on Competitive Advantage: The Mediating Role of Supplier Relationship Management’, Jul. 2019.
A. W. Dixon, J. M. Martinez, and C. L. L. Martin, ‘Employing social media as a marketing strategy in college sport: an examination of perceived effectiveness in accomplishing organizational objectives’, Int. Rev. Public Nonprofit Mark., vol. 12, pp. 97–113, May 2015.
L. Cacciolatti and S. HeeLee, ‘Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power’, J. Bus. Res., vol. 69, no. 12, Desember 2016, doi: https://doi.org/10.1016/j.jbusres.2016.03.067.
L. Oyekunle Oyewobi, A. Olukemi Windapo, james Olabode Bamidele Rotimi, and R. Ajayi Jimoh, ‘Relationship between competitive strategy and construction organisation performance: The moderating role of organisational characteristics’, Manag. Decis., Oct. 2016.
I. K. Kanten and G. Sri Darma, ‘Consumer Behaviour, Marketing Strategy, Customer Satisfaction, and Business Performance’, J. Manaj. Bisnis, vol. 14, no. 2, 2017, doi: https://doi.org/10.38043/jmb.v14i2.348.
N. Saldanha, R. Mulye, and K. Rahman, ‘A strategic view of celebrity endorsements through the attachment lens’, J. Strateg. Mark., Oct. 2018, doi: 10.1080/0965254X.2018.1534877.
‘Export marketing strategy implementation, export marketing capabilities, and export venture performance’, J. Acad. Mark. Sci., vol. 40, no. 2, pp. 271–289, Mar. 2011, doi: 10.1007/s11747-011-0275-0.
D. S. Utsalina and W. Adistianaya Dewa, ‘Strategi Pemasaran Menggunakan Metode Kombinasi SWOT Dan AHP (Studi Kasus: STMIK Pradnya Paramita)’, J. SMATIKA, vol. 5, no. 2, 2015, doi: https://doi.org/10.32664/smatika.v10i02.443.
D. S. Utsalina, T. M. Akhriza, and A. S. Rosidy, ‘Visualisasi Analytic Network Process Dalam Penentuan Strategi Pemasaran d Perguruan Tinggi’, J. KOMPUTASI, vol. 17, no. 4, 2018, doi: https://doi.org/10.23960/komputasi.
Q. Long, ‘Data-driven decision making for supply chain networks with agent-based computational experiment’, Nov. 2017, doi: https://doi.org/10.1016/j.knosys.2017.11.006.
X. Li, S. Zhu, S. Yüksel, H. Dinçer, and G. GülsevenUbay, ‘Kano-based mapping of innovation strategies for renewable energy alternatives using hybrid interval type-2 fuzzy decision-making approach’, Energy, vol. Volume 211, Nov. 2020, doi: https://doi.org/10.1016/j.energy.2020.118679.
Z. Hao, Z. Xu, and H. Zhao, ‘A Dynamic Weight Based on the Intuitionistic Fuzzy Bayesian Network and Its Application to Emergency Decision Making’, IEEE Trans. Fuzzy Syst. PP, vol. (99), no. 1–1, Sep. 2017, doi: 10.1109/TFUZZ.2017.2755001.
Y. Xu, L. Chen, R. Ma Rodríguez, and F. Herrera, ‘Deriving the priority weights from incomplete hesitant fuzzy preference relations in group decision making’, Knowl.-Based Syst. 99, Feb. 2016, doi: 10.1016/j.knosys.2016.01.047.
F. M.Royan, Creating Distribution Strategy: Aplikasi Strategi Perang. 2004.
M. Abdel-Basset, M. Mohamed, and F. Smarandache, ‘An Extension of Neutrosophic AHP-SWOT Analysis for Strategic Planning and Decision-Making’, Symmetry, vol. 10, no. (4), p. 18, Apr. 2018, doi: 10.3390/sym10040116.
T. L. Saaty, Fundamentals of Decision Making and Priority Theory. 2007.
M. Sadikin, ‘Indonesia Kekurangan Tenaga IT, Peluang Karir di Bidang ini Sangat Besar’, Tribun News, Jul. 14, 2020.
K. Setia Permana, ‘Ketika Pengguna Internet dan Smartphone Terus Meningkat, Android Dominasi Pasar Indonesia dan Dunia’, Oktoberr 2020.
O. W. Samuel, G. M. Asogbon, A. K. Sangaiah, P. Fang, and G. Li, ‘An integrated decision support system based on ANN and Fuzzy_AHP for heart failure risk prediction’, Expert Syst. Appl., vol. 68, pp. 163–172, Feb. 2017, doi: 10.1016/j.eswa.2016.10.020.
School of Post Graduate, Widya Mandala Catholic University Surabay, Indonesia., B. Anis, B. Christiananta, School of Post Graduate, Widya Mandala Catholic University Surabay, Indonesia., L. Ellitan, and School of Post Graduate, Widya Mandala Catholic University Surabay, Indonesia., ‘THE EFFECT OF ENTREPRENEURSHIP ORIENTATION, INFORMATION TECHNOLOGY, STRATEGIC PLANNING TO COMPETITIVE ADVANTAGES WITH BUSINESS PERFORMANCE AS INTERVENING VARIABLES: EMPIRICAL STUDY FOOD PROCESSING SMEs IN NORTH SULAWESI.’, Int. J. Adv. Res., vol. 6, no. 1, pp. 236–242, Jan. 2018, doi: 10.21474/IJAR01/6209.
A. Görener, ‘Comparing AHP and ANP: An Application of Strategic Decision Making in a Manufacturing Company’, Int. J. Bus. Soc. Sci., vol. Vol. 3, no. No. 11;, Jun. 2012.
S. Shahba, R. Arjmandi, M. Monavari, and J. Ghodusi, ‘Application of multi-attribute decision-making methods in SWOT analysis of mine waste management (case study’:, vol. 51, pp. 67–76, Mar. 2017, doi: https://doi.org/10.1016/j.resourpol.2016.11.002.
Copyright (c) 2020 Antivirus : Jurnal Ilmiah Teknik Informatika
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- Author grant the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License