Marketing Development Strategy Of Milkfish Satay Business Using Analytical Hierarchy Process Method

Muhamad Taqi, Tubagus Ismail, Meutia Meutia, Sabaruddinsah Sabaruddinsah, Dharmendra Dharmendra, Nawang Kalbuana

Abstract


Marketing strategy is one of the spearheads of a healthy business. In practice marketing strategy faces a complicated problem since generally a good and standard strategy is only experienced by a business that has been running long and remains healthy so that it continues to generate profits. It is interesting to discuss exclusive food businesses (local products) that have a weakness of quick expiration date of only 1 day in delivery and 3 days in an open room (not in the packaging). It was found 4 P marketing strategy (Product, Price, Place & Promotion) so that the Analytical Hierarchy Process model was made. The results of the study showed that the top priority level for marketing in the product category was quality such as taste that was always the same and delicious. In addition, the other three criteria namely price, place, and promotion were at a non-negotiable normal price to give an exclusive impression, added facilities to provide a comfortable impression for consumers and maintain good public relations, for example, the strong relationship about satay milkfish product through word of mouth, the mutualism symbiosis relationship between local and national TV channels. The interesting thing in the choice of marketing strategies was offline marketing rather than online marketing.

Keywords


Analytical Hierarchy Process (AHP), Marketing Performance, Marketing Accessibility, Milkfish Satay

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References


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DOI: http://dx.doi.org/10.52155/ijpsat.v46.1.6489

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