Analysis of Promotional Media Selection Based on Modified Analytical Hierarchy Process (AHP) to Increase Halal Products Sales Volume

This study identified promotional media that used Analytical Hierarchy Process (AHP) in previous experiments. The data collection process used to carry out this study presented considerable challenges. This was due to the extensive questionnaire data obtained from MSMEs in halal products. Therefore, a binary rating system was employed to simplify the questionnaire, with 1 and 0 assigned to consideration and contempt, respectively. The EPIC model, which contained four distinct dimensions, was used to produce valuable indicators and allowed measurements within each EPIC dimension. The main focus of this study was the development of AHP modifications that are showed in the calculation of pairwise comparison matrices. The data collection process was much easier and faster because the questionnaire was simple and only took less than 2 minutes. The result showed that social media can effectively substitute traditional advertising in the scenarios mentioned. The most popular alternative for promotion for MSMEs is social media (36%), followed by search engines (30%) and products collaboration (13%).

Halal means permissible and unrestricted events in accordance with Islamic principles, with specific provisions prohibiting certain actions.It is important to adhere to Islamic teachings in halal food and beverage products.These products must not contain pig-derived ingredients and should avoid forbidden substances.Additionally, sourcing ingredients must adhere to Islamic procedures for animal slaughter.In order to maintain their halal status, storage and transportation facilities used for these products must remain entirely separate from those handling non-halal goods or pigs.All food and drinks should be completely free from khamr, which refers to intoxicating or alcoholic substances. 8In essence, halal food and beverage products are meticulously crafted to align with Islamic guidelines, ensuring these edibles are entirely free from prohibited elements and comply with the principles of permissible consumption as laid out in Islamic teachings.
Law No. 20 of 2008 concerning SMEs was enacted to revolutionize the empowerment of small and medium-sized enterprises.Article 16 (3) specifically outlines the Procedures for SME Development.According to data provided by the Central Statistics Agency of Malang City, the number of SMEs in this area has significantly increased from 156 to 1,113 units in 2018 9 .The primary focus for MSMEs is to boost their sales volume and to achieve this, effective products marketing is of utmost importance.The primary focus for MSMEs is to boost their sales volume, and to achieve this, effective products marketing is of utmost importance 10 .Without proper marketing efforts, the potential of the goods produced remains untapped.A successful promotional strategy is one that maximizes sales volume, ultimately leading to sustained profitability 11 .In order to achieve their marketing goals, MSMEs can adopt various promotional media, including participating in exhibitions, email campaigns, leveraging social media, maintaining websites, as well as using magazines, newspapers, tv, radio, advertisements, and the internet 12 .By adopting and leveraging these promotional channels strategically, MSMEs can enhance their brand visibility, attract more customers, and experience significant sales growth.This, in turn, would contribute to the long-term success and empowerment of SMEs in Malang City.SMEs need to adopt a strong marketing strategy to gain a competitive advantage in producing goods and services, as competition requires continuous improvement and the ability to capture and create opportunities 13 .Various methods are available for selecting promotion media, including Fuzzy Logic, Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), Analytical Hierarchy Process (AHP), and Simple Additive Weighting (SAW).These methods certainly have innumerable advantages and disadvantages.Among these methods, AHP stands out as a popular choice due to its hierarchy structure, attention to validity, and reliable decision-making analysis outputs.AHP is a part of the MCDM model decision-making system, essential for determining the priority weights of several criteria that significantly impact marketing products and sales volume for SMEs 14 . 15This study aims to identify the most relevant criteria for sales volume of SME products, helping businesses select the best alternatives to facilitate their marketing efforts and ultimately increase sales in Indonesia 16 .By adopting effective marketing strategies based on insights from AHP method, SMEs can establish a competitive edge in the market, continuously seize opportunities, and achieve sustainable growth in sales volume.
In the present study, a modification of AHP method was proposed by incorporating the EPIC model, an effective promotional media.The EPIC model was selected because it has four distinct dimensions, allowing for developing indicators for constructing AHP matrix.This means that each dimension can also be measured individually, making it a suitable method.However, it is essential to clarify that the primary focus of this study is not on evaluating the effectiveness of media using the EPIC model.The main objective is to establish criteria and alternatives that align with appropriate selection based on indicators of promotional media effectiveness.This consideration significantly influences the pairwise comparison in AHP method, leading to its modification, which is further elaborated on in the next section.

METHODS
AHP method is frequently used to assess various options within a given case.In this study, modifications were made to AHP method in the Pairwise Comparison Matrices section by incorporating the success or failure of the selected media using the EPIC model indicator.Further explanation of these modifications is provided in the next subsection.

AHP Hierarchy Structure
Figure 1 shows hierarchy structure of modified AHP method.At the highest level (level 1), the primary purpose of decision-making is to determine the most suitable promotional media.Moving to Level 2, specific criteria are explained based on survey results of MSMEs actors, encompassing advertising costs, target market, time for promotion, and products identity.Level 3 introduces alternative media options proposed by preliminary studies aligned with predetermined criteria.AHP is a versatile multi-criteria decision-making method that enables the ranking of several criteria or alternatives, allowing for the evaluation of their relative importance 17 .The hierarchically structured model accommodates both measurable and unmeasured elements, as well as quantitative and qualitative judgments, including subjective opinions 18 .This method involves a pairwise comparison of objects at the same hierarchy level within the decision-making model, to address limitations found in previous  20 .One of which is its ability to provide a graphical representation, making it easily understandable for all stakeholders involved in the decision-making process 21 .Decomposition is a problem-solving method that effectively breaks down significant and complex issues into minor and more manageable ones.These smaller problems are then organized in hierarchy 22 structure for clarity and easy understanding, as shown in Figure 1.The study design revolves around four essential criteria advertising cost, target market, time for promotion, and products identity.Additionally, the present study explored five distinct alternatives, including social and print media, television, search engines, and products collaboration.These criteria and alternatives are integral to the decision-making process when determining the most suitable promotional media.

Pairwise Comparison Matrices in Modified AHP
In this subsection, a modification of AHP method was proposed in the Pairwise Comparison Matrices section.Furthermore, the flow of this AHP modification is shown in Figure 2. In order to determine the matrix comparison, the indicators derived from the EPIC model were considered, as shown in Table 1. 19 Modified AHP method significantly influences the determination of the Pairwise Comparison scale, making it less subjective.Before establishing Pairwise Comparison, MSMEs determine the scale of consideration by assigning scores of one and zero to include and exclude or disregard the EPIC indicators, respectively.To illustrate this process, Table 2 shows an example of mapping a matrix of predetermined criteria as well as previous studies, 23 incorporating indicators based on the EPIC model 24 .
Table 2 (level The same formula is also applied to fill in the Pairwise Comparison score at level 3, which corresponds to the criteria section.After calculating each comparison using Formula 1, the next step involves changing the score results with modified AHP importance scale, as shown in Table 3. Process of modifying the score simply entails dividing 1 by 9 because the maximum calculated result of the S ratio is 1.The proposed modification of AHP is very important as it simplifies decision-making for MSMEs.By reducing the number of criteria and alternatives to consider, MSMEs can easily evaluate their options.This streamlined method allows for the direct conversion of scores into relative importance during pairwise comparisons, following modified AHP method.The main advantage of this modification is its ability to address the issue of indecision that MSMEs often encounter when dealing with a large number of scales, as observed in previous studies using nine scales.By making process more straightforward, MSMEs can make well-informed decisions without feeling overwhelmed by the complexity of the traditional AHP method.

Synthesis Priority
At this stage, the proposed modification does not differ significantly from the general AHP methodology.The primary objective is to determine the priority of each criterion element, representing its weight in contributing to the decision-making process.This is realized through pairwise comparisons between two elements, ensuring comprehensive coverage of all relevant factors.
Experts and stakeholders play a critical role in providing input, either through direct discussions or indirect means such as questionnaires 25 .In order to obtain the local priority of each element, an eigenvector is derived from the comparison matrix.These considerations are then synthesized through pairwise comparisons to establish an overall or global priority.The step-by-step process involves summing up the values of each column in the matrix, followed by dividing each outcome by the corresponding column total to create a normalized matrix.By adding up the values for each matrix and dividing it by the number of elements, the average is calculated 26 .In essence, the current stage of modified AHP closely aligns with its general procedures.The value between two adjacent consideration values 5 One element is more important than the other 6 The value between two adjacent consideration values 7 One element is definitely more important than the other 8 The value between two adjacent consideration values 9 One element is absolutely more important than the adjacent ones 25 Marisa, Fitri, Sharifah Sakinah, Syed Ahmad, Zeratul Izzah, Mohd Yusoh, Titien Agustina, Anastasia L. Maukar, Endah Tri, Esti Handayani, and Slamet Risnanto. 2021b

Consistency
In the context of decision-making, it is essential to assess the level of consistency.This is because the present study aims to avoid making decisions based on low consistency 27 .In order to achieve this, the Consistency Index (CI) and Consistency Ratio (CR) are calculated using the following formula: (2) where: = number of elements The first step is to calculate the maximum eigenvalue of the comparison matrix to determine the consistency value of the results.This computation provides benchmarks for the local priority vectors of all criteria within the matrix 28 . (3) where: = Consistency Ratio = Consistency Index = Random Consistency Index The Random Index (RI) is a matrix consistency index derived from n randomly generated pairs.Table 2 shows the calculated values obtained from these random indices.In the decision-making process, it is important to consider the Inconsistency Ratio (IR).Assuming the IR value is greater than 10%, it indicates the need for judgment correction.In order to validate the accuracy of the calculated results, the Consistency Ratio (CI/RI) should be determined.Supposing the CI/RI is less than or equal to 0.1, the results can be deemed correct 29 .

RESULTS AND DISCUSSION
Table 2, in the previous subsection, shows that the questionnaire for MSMEs is similar to its format.MSMEs actors are left with the option to select either one or zero to consider or ignore a specific indicator.In this section, the results of levels 2 and 3 calculations pertain to criteria and alternatives, respectively.The results of the sequence tend to appear as appropriate recommendations for increasing sales volume of MSMEs products.A visual representation of the objectives, criteria, and alternatives is shown in Figure 1 of the previous subsection.
The calculation process at level 2 is stated in the criteria section.A priority vector is obtained from AHP criteria shown in Table 2.This priority vector is then used to calculate the S value as in equation 1 to obtain the following matrix 4.00 3.50 4.50 1.46 4.00 6.50 4.00 6.75 2.17 6.50 3.67 2.83 4.00 1.29 3.67 15.00 10.50 16.00 4.00 15.00 4.00 3.50 4.50 1.46 4.00 The matrix calculation yielded a priority vector at level 2, with a CR value of 7.4%, meaning it is less than 10%.This indicates that the pairwise comparison in AHP modification is consistent, and the calculation adheres to the rules.Gruner, Richard L., Arnd Vomberg, Christian Homburg, and Bryan A. Lukas. 2019b The EPIC model indicator was developed through a combination of interviews with several MSMEs in Jember Regency and insights from the study team.Process of assigning values one and zero is straightforward, as MSMEs actors find it easy to make decisions with a simple yes or no choice.Calculations at Level 3 or AHP modification criteria can be seen in the illustration in Table 5 and the accompanying explanation.Table 5 clearly assesses how one of MSMEs evaluated criteria using the EPIC model indicators.This example provides valuable insights into the decision-making process within the context of the EPIC model.
The next step in process is to calculate the S score using Equation 1.This is realized by referring to Table 3 Process is repeated for the other alternatives to obtain their respective priority vectors.A CR assessment is also performed in each priority vector calculation to verify the reliability of the pairwise comparison step in AHP modification.The results of these assessments are shown in Table 6.The alternative priority order at level 3 in AHP modification was obtained by multiplying the vector matrix of the criteria with the one obtained from the calculations at the beginning of this section.An illustration of the calculation sequence with respect to AHP modification is shown in Figure 3.According to the forms filled out by MSMEs actors regarding which promotional media to use, social media was identified as having considerable influence, followed closely by products collaboration.The questionnaires consistently revealed their preference for social media and products collaboration, which they believed substantially impacted sales volume and overall profit.On the contrary, other options, such as traditional print media like newspapers, magazines, etc, are deemed financially unfeasible due to their high costs compared to the top two rankings.These results align with the study conducted by Agustina, where print media, particularly newspapers, have never been ranked at the top.In this study, advertising on TV was ranked the highest, but it did not make the top position in the investigation conducted by Agustina. 30 The variations in ranking could be attributed to differences in the questionnaires target audience and the specific objective of the decision-making process in each study.The preferences and perceptions of MSMEs actors significantly influence their decisions on promotional media usage.The disparities in rankings between studies emphasized the importance of considering the target audience and specific decision-making objectives while formulating effective marketing strategies for businesses.AHP modification method presented in this study offers a clear and concise illustration, simplifying process of obtaining complex data in AHP while ensuring accurate results.The effectiveness of this modification is evident in previous studies that used conventional AHP with different data acquisition process yet still achieved similar sequences with slight differences in values.Some of the advantages of this AHP modification method include: 1. AHP modification simplifies the task of filling pairwise comparisons for MSMEs actors, effectively reducing the likelihood of multiple interpretations or subjectivity on a large scale.2. From the perspective of the author, the method requires additional calculation process.On the other hand, this method has some disadvantages, such as: 1.From the perspective of the author, the method includes a few additional steps, but it has minimal impact on processing time.2. The unavailability of web or mobile-based applications that can speed up process presents an opportunity for readers to consider developing such applications.

CONCLUSIONS AND SUGGESTIONS
This study discussed modified AHP method as an alternative method to obtain a pairwise comparison matrix in AHP step.The development process was based on the EPIC model, which provided additional insights for further analysis of its four dimensions.Both levels 1 and 2 used an indicator matrix derived from the EPIC model.The case examples illustrated that social media emerged as a feasible promotion alternative, with the results closely related to previous studies.However, what set this study apart was the significantly easier and faster data collection process.The simplicity of the questionnaire, as shown in Figures 2 and 5, allowed respondents to complete it in less than 2 minutes.In preliminary studies, due to the numerous considerations in AHP scale, the retrieval process per unit was up to 10 minutes per questionnaire.The potential development of web-or mobile-based applications opened up possibilities for a wider range of respondents.

Author's Contribution
Mardiana Andarwati: Contribute to formulating study ideas, collecting data, processing data, and interpreting data.Galandaru Swalaganata: Contributing to writing systematics, study methods, analyzing interpretation results, the language proofread 2) provides the basis for calculating the score (S) used in the Pairwise Comparison.Before computing the S value, the sum of each criterion column is obtained, reflecting the comparison of the assessment results based on the EPIC model indicators.This step is critical in determining the location on the matrix for the Pairwise Comparison.The principle of ratio was used to compare each criterion with the number of indicators.The Pairwise Comparison score is then calculated using the following formula (1)where is the first criterion to be compared, is the second criterion to be compared, is the number of indicators.
Figure 2. Modified AHP StructureThe proposed modification of AHP is very important as it simplifies decision-making for MSMEs.By reducing the number of criteria and alternatives to consider, MSMEs can easily evaluate their options.This streamlined method allows for the direct conversion of scores into relative importance during pairwise comparisons, following modified AHP method.The main advantage of this modification is its ability to address the issue of indecision that MSMEs often encounter when dealing with a large number of scales, as observed in previous studies using nine scales.By making process more straightforward, MSMEs can make well-informed decisions without feeling overwhelmed by the complexity of the traditional AHP method.

Figure 3 .
Figure 3.The result of Modified AHP

Figure 4 .
Figure 4. Total Muslim Population in Indonesia
De Felice, Antonella Petrillo, Muhammet Gul, and Melih Yucesan.2021."A Multiple Criteria Decision-Making Approach for Increasing the Preparedness Level of Sales Departments against COVID-19 and Future Pandemics: A Real-World Case."International Journal of Disaster Risk Reduction 62(February).doi: 10.1016/j.ijdrr.2021.102411 Li and Wang 2019).Furthermore, AHP facilitates the organization of a system and its environment into interacting components, effectively measuring and managing the impact of system errors caused by these components 19 .

Table 5 .
Index Consistency Random List

Table 6 .
The results of Consistency Random