SISITEM PENDUKUNG KEPUTUSAN PENENTUAN PRIORITAS MEDIA PROMOSI MENGGUNAKAN FMADM DENGAN METODE SIMPLE ADDITIVE WEIGHTING (Studi kasus: STMIK PROFESIONAL MAKASSAR)
| Main Authors: | , SRY YUNARTI, , Dra. Sri Hartati, M.Sc., Ph.D. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2011
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/90064/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=52405 |
Daftar Isi:
- In a situation of tight competition, a successful marketing strategy must be a positive contribution to the STMIK Professional Makassar. The most important part of marketing strategy is to conduct promotion which is a routine activity of STMIK Professional to deliver their products to consumers. One of the important agenda of the promotion is the selection of the most appropriate advertising media. Problems often occur in the selection process of advertising media is the subjective in decision making. All this time the media selection conducted by the management manually by using determined policy standardization. This policy has many weaknesses such as in terms of effectiveness and efficiency and so funds provided by STMIK Professional for promotion. Therefore, in the media advertising selection is needed a system that can support decision making. The using of decision support systems is expected to reduce subjectivity in decision making. In this research will be built decision support systems for determining a priority of promotion media by using Fuzzy Multiple Attribute Decision Making (FMADM) with Simple additive weighting (SAW) method. Assessment is done by looking at the values of the indicators those are the cost of making media, media publication cost, range, achievement target, impact, duration of exposure and coverage. Furthermore, each of these indicators is considered as criterion that will be the factor in selecting promotional/advertising media. SAW method will determine the quality for each attribute, followed by a ranking process that will select the best alternative from a number of alternative media promotion/advertising.