Analysis of Promotional Media Selection Based on Modified Analytical Hierarchy Process to Increase Halal Products Sales Volume
DOI:
https://doi.org/10.54471/iqtishoduna.v12i1.2270Keywords:
promotional media, modified analytical hierarchical process, MSMEs, halal productsAbstract
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%).
Downloads
References
Africa, North. 2018. "A Research Framework of the Halal Certification Role in Purchase Intention of Muslim Consumers on the Food Products from Muslim Majority Countries in The Middle East and North Africa." International Journal 1(2):15–28.
Agustina, Chandra. 2012. "Selection of Promotional Media Using the Analytic Hierarchy Process (AHP) Method Case Study: BSI Magelang." Paradigm 14(1).
Altay, Burak Can, Abdullah Okumuş, and Burcu Adıgüzel Merrangöz. 2021. “An Intelligent Approach for Analyzing the Impacts of the COVID-19 Pandemic on Marketing Mix Elements (7Ps) of the on-Demand Grocery Delivery Service.” Complex & Intelligent Systems (0123456789). doi: 10.1007/s40747-021-00358-1.
Blagojevic, Bosko, Dimitris Athanassiadis, Raffaele Spinelli, Jyrki Raitila, and John Vos. 2020. “Determining the Relative Importance of Factors Affecting the Success of Innovations in Forest Technology Using AHP.” Journal of Multi-Criteria Decision Analysis 27(1–2):129–40. doi: 10.1002/mcda.1670.
Bunyan Unel, Fatma, and Sukran Yalpir. 2019. “Valuations of Building Plots Using the AHP Method.” International Journal of Strategic Property Management 23(3):197–212. doi: 10.3846/ijspm.2019.7952.
Ernestivita, Gesty, and Subagyo Subagyo. 2020. "Media for Promotion of MSME Products Using the EPIC Model." Effector 7:1–14. doi: 10.29407/e.v7i1.14336.
Gnanavelbabu, A., and P. Arunagiri. 2018. "Ranking of MUDA Using AHP and Fuzzy AHP Algorithm." Materials Today: Proceedings 5(5):13406–12. doi: 10.1016/j.matpr.2018.02.334.
Gruner, Richard L., Arnd Vomberg, Christian Homburg, and Bryan A. Lukas. 2019a. “Supporting New Product Launches With Social Media Communication and Online Advertising: Sales Volume and Profit Implications.” Journal of Product Innovation Management 36(2):172–95. doi: 10.1111/jpim.12475.
Gruner, Richard L., Arnd Vomberg, Christian Homburg, and Bryan A. Lukas. 2019b. “Supporting New Product Launches With Social Media Communication and Online Advertising: Sales Volume and Profit Implications.” Journal of Product Innovation Management 36(2):172–95. doi: 10.1111/jpim.12475.
Hussain, Shahid, Wang Xuetong, Talib Hussain, Asif Hussain Khoja, and Muhammad Zaeem Zia. 2021. “Assessing the Impact of COVID-19 and Safety Parameters on Energy Project Performance with an Analytical Hierarchy Process.” Utilities Policy 70(March):101210. doi: 10.1016/j.jup.2021.101210.
Khaerul, Manaf, Alam Nurul Cecep, Subaeki Beki, MF Kaffah, Ira Rupaida, and Aedah Binti Abd Rahman. 2020. “Decision Support System for Determining Inventory and Sales of Goods Using Economic Order Quantity Methods and Linear Regression.” Proceedings - 2020 6th International Conference on Wireless and Telematics, ICWT 2020 6–10. doi: 10.1109/ICWT50448.2020.9243619.
Khairunnisa, Hana, Deni Lubis, and Qoriatul Hasanah. 2020. "Increase in Turnover of Food and Beverage MSMEs in Bogor City After Halal Certification." AL-MUZARA'AH 8(2):109–27.
Khodaparasti, Ramin Bashir, Aboulfazl Aboulfazli, and Reza Isakhajelou. 2015. "Ranking the Most Effective Marketing Mix Elements on the Sales of Javid Darb Company Products: An AHP Technique." Journal of International Studies 8(2):164–73. doi: 10.14254/2071-8330.2015/8-2/14.
Kim, Young Ki, Tae Ung Kim, Seong Taek Park, and Jae Rim Jung. 2016. “Establishing the Importance Weight of Appropriability Mechanism by Using AHP: The Case of the China's Electronic Industry.” Cluster Computing 19(3):1635–46. doi: 10.1007/s10586-016-0608-3.
Kropivšek, Jože, Petra Groselj, Leon Oblak, and Matej Jošt. 2021. “A Comprehensive Evaluation Model for Wood Companies Websites Based on the AHP/r-Topsis Method.” Forests 12(6):1–24. doi: 10.3390/f12060706.
Kusrini, Novira, and Maswadi. 2021. “The Performance Improvement of Sustainable Palm Oil Supply Chain Management after COVID-19: Priority Indicators Using F-AHP.” Uncertain Supply Chain Management 9(2):227–36. doi: 10.5267/j.uscm.2021.3.010.
Kusumastuti, Ratih Dyah. 2017. "Awareness of Halal Certification of Micro and Small Enterprises in Jakarta." International Journal of Economics & Management 11.
Li, Xin, and YongWang. 2019. "Evaluation of the Operation System of the Sales Logistics Distribution Center in Steel Enterprises Based on AHP." 309(Ismss):44–48. doi: 10.2991/ismss-19.2019.9.
Marisa, Fitri, Sharifah Sakinah, Syed Ahmad, Zeratul Izzah, Mohd Yusoh, Titien Agustina, Anastasia L. Maukar, Endah Tri, Esti Handayani, and Slamet Risnanto. 2021a. “The Rank of Silaturrahmi-Assimilated Collaboration Parameter Based on Core Drive Using Octalysis Gamification Framework and Fuzzy AHP.” TEM Journal 10(4):1971–82. doi: 10.18421/TEM104.
Marisa, Fitri, Sharifah Sakinah, Syed Ahmad, Zeratul Izzah, Mohd Yusoh, Titien Agustina, Anastasia L. Maukar, Endah Tri, Esti Handayani, and Slamet Risnanto. 2021b. “The Rank of Silaturrahmi-Assimilated Collaboration Parameter Based on Core Drive Using Octalysis Gamification Framework and Fuzzy AHP.” TEM Journal 10(4):1971–82. doi: 10.18421/TEM104.
Marisa, Fitri, Sharifah Sakinah, Syed Ahmad, and Zeratul Izzah Mohd. 2020. “Analysis of Relationship CLV with 8 Core Drives Using Clustering K-Means and Octalysis Gamification Framework.” Journal of Theoretical and Applied Information Technology 98(20):3151–64.
Marisa, Fitri, Sharifah Sakinah, Syed Ahmad, Zeratul Izzah Mohd, DODIK JATMIKA, TITIEN AGUSTINA, WIWIN PURNOMOWATI, and ERRI WAHYU PUSPITARINI. 2021. “Customer Motivation Analysis on Retail Business with Octalysis Gamification Framework.” Journal of Theoretical and Applied Information Technology 99(13):3264–79.
Marisa, Fitri, Sharifah Sakinah Syed Ahmad, Zeratul Izzah Mohd Yusoh, Anastasia L. Maukar, Ronald David Marcus, and Anang Aris Widodo. 2020. “Evaluation of Student Core Drives on E-Learning during the Covid-19 with Octalysis Gamification Framework.” International Journal of Advanced Computer Science and Applications 11(11):104–16. doi: 10.14569/IJACSA.2020.0111114.
Muthiah, Aulia. 2018. “Consumer Protection Law.”
Omar, Emi Normalina, and Harlina Suzana Jaafar. 2011. "Halal Supply Chain in the Food Industry-A Conceptual Model." Pp. 384–89 in 2011 IEEE Symposium on Business, Engineering and Industrial Applications (ISBEIA) . IEEE.
Ortiz-Barrios, Miguel, Arlen Alaine Borrego-Areyanes, Iván Darío Gómez-Villar, Fabio 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.
Park, Keun Sik, Young Joon Seo, A. Rom Kim, and Min Ho Ha. 2018. “Ship Acquisition of Shipping Companies by Sale & Purchase Activities for Sustainable Growth: Exploratory Fuzzy-AHP Application.” Sustainability (Switzerland) 10(6). doi: 10.3390/su10061763.
Pérez Vergara, Ileana Gloria, María Camila López Gómez, Igor Lopes Martínez, and Jesús Vargas Hernández. 2021. “Strategies for the Preservation of Service Levels in the Inventory Management During COVID-19: A Case Study in a Company of Biosafety Products.” Global Journal of Flexible Systems Management 22(June):65–80. doi: 10.1007/s40171-021-00271-z.
Sadeghpour, Forough, Mohammad Ghorbani Far, Ali Ramzan Khah, and Masoumeh Amu Akbardokht Amiri. 2019. “Marketing Strategic Planning and Choosing the Right Strategy Using AHP Technique (Case Study: Ghavamin Bank Mazandaran).” Dutch Journal of Finance and Management 1(2):1–6. doi: 10.29333/djfm/5821.
Sales, Andréa Carla Monteiro, Luciana Gondim De Almeida Guimarães, Alípio Ramos Veiga Neto, Walid Abbas El-Aouar, and Glauber Ruan Pereira. 2020. "Risk Assessment Model in Inventory Management Using the AHP Method." Gestao e Producao 27(3):1–20. doi: 10.1590/0104-530x4537-20.
Santosa, Purbayu Budi. 2020. “Business Development Strategy for Young Coffee Entrepreneurs in Batang Regency, Indonesia (SWOT Analysis Approach - Fuzzy Analytical Hierarchy Process).” 5(11):1046–55.
Subiyantoro, Edi, Ahmad Rofiqul Muslikh, Mardiana Andarwati, Galandaru Swalaganata, and Fandi Yulian Pamuji. 2022. "Analysis of Selection of MSME Promotional Media to Increase Sales Volume Using the Analytical Hierarchy Process (AHP) Method." Journal of Information Technology and Management 8(1):1–8.
Tošović-Stevanović, Aleksandra, Vladimir Ristanović, Dragan Ćalović, Goran Lalić, Milena Žuža, and Gorica Cvijanović. 2020. “Small Farm Business Analysis Using the Ahp Model for Efficient Assessment of Distribution Channels.” Sustainability (Switzerland) 12(24):1–15. doi: 10.3390/su122410479.
Yep, Jeremy YL, Chiung Ching Ho, and Choo Yee Ting. 2018a. “Analytic Hierarchy Process (AHP) for Business Site Selection.” AIP Conference Proceedings 2016(September). doi: 10.1063/1.5055553.
Yep, Jeremy YL, Chiung Ching Ho, and Choo Yee Ting. 2018b. “Analytic Hierarchy Process (AHP) for Business Site Selection.” AIP Conference Proceedings 2016(September). doi: 10.1063/1.5055553.
Yunos, Rahimah Mohamed, CFC Mahmod, and Nor Hafizah Abdul Mansor. 2014. “Compliance to Halal Certification-Its Impact on Business Financial Performance.” Pp. 499–503 in Recent Trends in Social and Behavior Sciences-Proceedings of the 2nd International Congress on Interdisciplinary Behavior and Social Sciences 2013, ICIBSoS 2013.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Mardiana Andarwati, Galandaru Swalaganata
This work is licensed under a Creative Commons Attribution 4.0 International License.
The journal can be accessed publicly, which means that all content is provided freely accessible without charge to either the user or the institution. Users are allowed to read, download, copy, distribute, print, search, or cite to the full text of the article did not have to ask permission from the publisher or author.
