scholarly journals Marketing Communication Program Design of Online Travel Agent Kliktrip Using Benchmarking and Analytical Hierarchy Process Methods

2021 ◽  
Vol 5 (02) ◽  
pp. 144-156
Author(s):  
Alviera Suci Damayanti ◽  
Sari Wulandari ◽  
Meldi Rendra
Keyword(s):  
Customer Service ◽  
Analytical Hierarchy Process ◽  
Mobile Apps ◽  
Public Awareness ◽  
Marketing Communication ◽  
Travel Agent ◽  
Priority Vector ◽  
Communication Program ◽  
Online Travel ◽  
Hierarchy Process

Kliktrip is an Online Travel Agent (OTA) that has trip & activities facilities and was established in 2018 in Bandung. Kliktrip sales are still experiencing a decline due to low public awareness of Kliktrip which is seen through the number of downloads on mobile apps and Instagram followers. Kliktrip sales are still experiencing a decline and public awareness of Kliktrip is still low because Kliktrip has not implemented 7 out of 8 marketing communication mix optimally. Therefore, research was conducted to design an effective marketing communication program for Kliktrip by using benchmarking and Analytical Hierarchy Process (AHP) methods. Based on the results of AHP data processing, it can be seen that the selected benchmark partner is Explorer.id with a total priority vector value of 0.44 and benchmark results with Explorer.id concluded that Kliktrip needs to increases the value of SEO, page views, and unique visitors on the website, creates a Tiktok’s account, webisode, and video podcasting, collaborates with cross-promotion, makes contests (giveaways), increase the number of downloads and reviewers on mobile apps, implementing mobile billboards and cause-related marketing, increasing customer service operational time, participating in exhibitions, and collaborating with influencers.

scholarly journals Enhancing Competitiveness Business Strategy of Organic Vegetables Using Analytical Hierarchy Process (AHP)

2017 ◽  
Vol 12 (2) ◽  
pp. 256
Author(s):  
Pristiana Widyastuti
Keyword(s):  
Analytical Hierarchy Process ◽  
Business Strategy ◽  
Healthy Lifestyle ◽  
Public Awareness ◽  
Online Marketing ◽  
Generic Model ◽  
Factors Affecting ◽  
Vegetable Farmers ◽  
Organic Vegetables ◽  
Hierarchy Process

<p>Public awareness about healthy lifestyles leads people to want to understand more about the food they consume. Choosing organic vegetables is one alternative choices when seeking to have a healthy body and healthy lifestyle. Unfortunately, not a lot of organic vegetable farmers in Indonesia succeed in seizing the organic vegetable market rather than the non-organic and the competition with imported organic vegetables into Indonesia prevents farmers from thriving. This study aims to: 1) Analyze the factors affecting the competitiveness of the organic vegetables market; 2) Analyze the appropriate strategy for increasing the competitiveness of the organic vegetables market; 3) Analyze the factors priority strategies for improving the competitiveness of the organic vegetables market. Porter's Generic Model and Analysis Analytical Hierarchy Process (AHP) is used to determine the best strategy. The research found that organic vegetables marketing channels are still dominated by conventional market; the higher cost for intensive cultivation of organic vegetables. The main strategies are derived from the analysis is focusing on market delivery. There needs to be retailers of organic vegetables either modern or traditional to display these products. The establishment of organic vegetable outlets and online marketing that are not dependent on large retail (hypermarket) become recommendations in this study.</p><p><em><strong>Bahasa Indonesia Abstrak:</strong> Kesadaran masyarakat tentang gaya hidup sehat memberi pilihan kepada masyarakat untuk memahami makanan yang mereka konsumsi. Pilihan sayuran organik merupakan salah satu alternatif untuk memiliki tubuh sehat dan gaya hidup sehat bagi masyarakat. Sayangnya, tidak banyak petani sayuran organik di Indonesia yang berhasil merebut pasar sayuran organik daripada non organic. Persaingan produk impor sayuran organik ke Indonesia membuat petani tidak bisa berkembang. Penelitian ini bertujuan untuk: 1) Menganalisis faktor-faktor yang mempengaruhi daya saing pasar sayuran organik; 2) Menganalisis strategi yang tepat untuk meningkatkan daya saing pasar sayuran organik; 3) Menganalisis faktor strategi prioritas untuk meningkatkan daya saing pasar sayuran organik. Model Generik Porter dan Analisis Analytical Hierarchy Process (AHP) digunakan untuk menentukan strategi terbaik. Penelitian ini menemukan bahwa saluran pemasaran sayuran organik masih didominasi oleh pasar konvensional; Biaya yang lebih tinggi untuk budidaya sayuran organik secara intensif. Strategi utama yang didapat dari analisis adalah strategi fokus pada pengiriman pasar. Perlu ada pengecer sayuran organik baik modern maupun tradisional untuk memasarkan produk ini. Pembukaan gerai sayuran organik dan pemasaran online yang tidak tergantung pada ritel besar (hypermarket) menjadi rekomendasi pada penelitian ini.</em></p>

scholarly journals Sistem Prediksi Pertandingan Sepak Bola Dengan Metode Analytical Hierarchy Process (AHP)

2013 ◽  
Vol 8 (2) ◽  
Author(s):  
Daniel Walangare ◽  
Rosa Delima ◽  
Restyandito Restyandito
Keyword(s):  
Analytic Hierarchy Process ◽  
Analytical Hierarchy Process ◽  
Alternative Solution ◽  
Ahp Method ◽  
Analytic Hierarchy ◽  
Real Condition ◽  
Priority Vector ◽  
Global Priority ◽  
Football Match ◽  
Hierarchy Process

The problem addressed in this research is how to predict the winner of football match with various criteria. The problem will be solved using Analytic Hierarchy Process (AHP) method. The AHP method that implemented to solve the problems will run two analysis to get an alternative solution. The first AHP method is criteria analysis, in order to get priority vector value. In criteria analysis, to know the consistency of criteria value filling, CR < 10%. If known that criteria value filling not consistant, the process must be repeated until CR < 10%. Then continue with alternate analysis to get global priority vector value wich is AHP solution. The accuration of this system is close to 80% compare with the real condition.

scholarly journals Analisis E-Service Quality Mobile Apps dan E-Promotion Mobile Apps pada Keputusan Pembelian Layanan Traveloka

2021 ◽  
Vol 11 (1) ◽  
pp. 69-76
Author(s):  
Aditia Sovia Pramudita ◽  
Rahayu Eka Agustia
Keyword(s):  
Service Quality ◽  
Communication Technology ◽  
Mobile Apps ◽  
Information Communication Technology ◽  
Distribution Channel ◽  
Information Communication ◽  
Travel Agent ◽  
Online Travel

Indonesia memiliki tingkat pertumbuhan Information Communication Technology (ICT) yang cukup tinggi di dunia. Hal tersebut mengubah banyak hal pada kehidupan sehari-hari termasuk bisnis. Perubahan model bisnis perlu dilakukan oleh para pelaku bisnis untuk dapat tetap bertahan di industri. Selain itu, perubahan perilaku konsumen pun mulai terjadi sehingga para pelaku bisnis perlu untuk menangkap kebutuhan dan keinginan dari konsumen tersebut. Perubahan pun terjadi pada industri agen travel. Penjualan layanan harus dapat dilakukan secara online melalui online distribution channel dan memunculkan istilan Online Travel Agent. Traveloka, sebagai salah satu perusahaan OTA terbaik di Indonesia, mengalami penurunan traffic. Penelitian ini memiliki fokus pada pengukuran layanan Traveloka di mobile apps dengan tujuan mengukur pengaruh e-service quality dan e-promotion terhadap keputusan pembelian konsumen. Penelitian ini menggunakan metode kuantitatif deskriptif. Pengumpulan data dilakukan melalui kuesioner yang dilakukan pada periode Maret-Agustus 2020. Hasil penelitian menunjukan bahwa e-service quality dan e-promotion memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Kedua variabel tersebut secara simultan memiliki pengaruh terhadap keputusan pembelian sebesar 22.1%.

scholarly journals Analisis Strategi Komunikasi Pemasaran Terpadu dalam Meningkatan Partisipasi Pemilih pada Pemilu 2014

Humaniora ◽  
2015 ◽  
Vol 6 (1) ◽  
pp. 29
Author(s):  
Wira Respati
Keyword(s):  
Social Marketing ◽  
Public Awareness ◽  
Communication Strategy ◽  
Entire Group ◽  
Marketing Communication ◽  
Literature Study ◽  
Political Awareness ◽  
Election Administration ◽  
Communication Program ◽  
Previous Election

As the institution in charge of election administration, Election Commission of Republic of Indonesia or Komisi Pemilihan Umum (KPU) has consistently conducted campaign to increase number of voters who will participate in election. As a matter of fact, result of previous elections showed how the level of participation has been decreased. Lack of political awareness, level of knowledge upon the importance of election as well as skepticism on government and representatives’ performance were believed to be the trigger. Hence, it is important for KPU to enhance effective marketing communication program, ranging from the stages of planning, implementation and evaluation to promote public awareness to participate in the election. Therefore, this study aims to find how the principles of social marketing are actually implemented in designing communication program to increase voter awareness upon the importance of 2014 election. This study used qualitative method. Data were gathered from interview with related parties and literature study. Research found that the principles of social marketing to build awareness of voters basically have already been integrated in the programs of KPU toward the entire group of voters. In addition, KPU is quite aware of the importance of synergy between the programs of their communications both above the line and below the line. On April 9th legislative election, level of participation were increasing, reached 75.11%, up from 71% in the previous 2009 election. However, the level of participation of the July 9th presidential election dropped to 70% compared to the previous election in 2009, 72%. The result of these two elections should be considered as another challenge to KPU in improving their marketing communication strategy in the future. 

scholarly journals Indonesian online travel agent sentiment analysis using machine learning methods

2019 ◽  
Vol 14 (1) ◽  
pp. 113 ◽  
Author(s):  
Abimanyu Dharma Poernomo ◽  
Suharjito Suharjito
Keyword(s):  
Machine Learning ◽  
Customer Satisfaction ◽  
Customer Service ◽  
Naive Bayes ◽  
Naïve Bayes ◽  
Machine Learning Algorithms ◽  
Support Vector ◽  
Travel Agent ◽  
Sentiment Score ◽  
Online Travel

Many companies use social media to support their business activities. Three leading online travel agent such as Traveloka, Tiket.com, and Agoda use Facebook for supporting their business as customer service tool. This study is to measure customer satisfaction of Traveloka, Tiket.com, and Agoda by analyzing Facebook posts and comments data from their fan pages. That data will be analyzed with three machine learning algorithms such as K-Nearest Neighbors (KNN), Naïve Bayes, and Support Vector Machine (SVM) to determine the sentiment.  From the classification results, data will be selected with the highest f-score to be used to calculate the Net Sentiment Score used to measure customer satisfaction. The result shows that KNN result better than Naive Bayes and SVM based on f-score. Based on Net Sentiment Score shows companies that get the highest satisfaction value of Traveloka followed by Tiket.com and Agoda

Selecting Benchmarking Partners Using Analytical Hierarchy Process Approach

2020 ◽  
Vol 4 (02) ◽  
pp. 23-33
Author(s):  
Sari Wulandari ◽  
Muhammad Arfidh ◽  
Ardian Cahya Utama
Keyword(s):  
Analytical Hierarchy Process ◽  
Resource Constraints ◽  
Small And Medium Enterprises ◽  
Process Approach ◽  
Marketing Communication ◽  
Improve Performance ◽  
Communication Performance ◽  
Research Gap ◽  
Medium Enterprises ◽  
Hierarchy Process

Benchmarking is a method to improve performance and improve company competitiveness. This method has been commonly practiced by large companies and has recently been extended to small and medium enterprises (SMEs). However, the implementation between large and SMEs is very different. These differences are debated as an impact of company characteristics, specifically differences in the ability to develop and improve business. Typical SMEs face tough challenges to overcome their resource constraints. This limitation affects the decisions of SMEs in choosing their comparison partners. This research was conducted to fill the research gap regarding the use of the Benchmarking method and the AHP approach to SMEs, especially in determining Benchmark partners using the AHP approach. The use of benchmarking and AHP is illustrated by using SME objects that are engaged in the fashion sector, namely UKM Cotton.Go. The problem faced by UKM Cotton.Go is marketing communication that is not effective in creating sales so it needs to be determined benchmarking partner in making improvements to marketing communication. The use of AHP in determining benchmark partners helps SMEs to find out which benchmark partners have the best marketing communication performance.

scholarly journals Kebijakan Optimalisasi Pemungutan Pajak Daerah dalam Upaya Meningkatkan Pendapatan Asli Daerah Kota Bandung : Suatu Pendekatan Analytical Hierarchy Process

2018 ◽  
pp. 1957
Author(s):  
Bayu Kharisma
Keyword(s):  
Analytical Hierarchy Process ◽  
Financial Planning ◽  
Public Awareness ◽  
Regional Finance ◽  
Administrative Capacity ◽  
Local Revenue ◽  
Local Taxes ◽  
Planning Development ◽  
Hierarchy Process ◽  
The City

The purpose of this study was to determine various factors in the ability of regional finances to increase own source revenue (PAD) sourced from local taxes and formulate various policy alternatives to increase own source revenue (PAD) sourced from local taxes in the City of Bandung. The research method used in this study is Analytical Hierarchy Process (AHP). Factors considered in determining regional financial capacity to improve regional finances, in particular the increase in local revenues derived from local taxes in the city of Bandung are: (1) increasing the flexibility of regional governments in planning development programs in the regions; (2) provision and improvement of the quality of public services to the community; (3) the role of tax which is classified as small in total regional revenues; (4) weak mechanisms and supervision and financial planning; (5) the lack of motivation and awareness of the public to pay local taxes; (6) administrative capacity of collection in areas that have not been effective. various alternative policies based on the order of priorities that might be implemented in an effort to improve regional finance, especially the increase in local revenue derived from local taxes in the city of bandung are: (1) increasing the efficiency of the administration of collection in the regions and reducing excessive collection costs; (2) expanding the base of local tax revenue and strengthening the collection process; (3) better implementation of supervision mechanisms and financial planning; (4) socialization and counseling to encourage public awareness in paying local taxes; (5) enlarge local taxing power.

Assessing Sustainable Municipal Solid Waste Management Factors for Johor-Bahru by Analytical Hierarchy Process

2013 ◽  
Vol 689 ◽  
pp. 540-545 ◽  
Author(s):  
Ahmad H. Abba ◽  
Zainura Z. Noor ◽  
Aminu Aliyu ◽  
Nasiru I. Medugu
Keyword(s):  
Waste Management ◽  
Solid Waste ◽  
Analytical Hierarchy Process ◽  
Solid Waste Management ◽  
Public Awareness ◽  
Maintenance Cost ◽  
Analysis Tool ◽  
Municipal Solid Waste Management ◽  
The Public ◽  
Hierarchy Process

: Management of solid waste involves collection, transportation, treatment and safe disposal to landfills. These activities create a lot of impacts to the environment and most of the time impose social and financial burden on authorities handling solid waste management as well as the community. Local authorities managing waste are confronted with problems, protests and resistance from the public because of difference of views and perceptions on impacts created by waste management plans. This paper assesses some environmental, social and economical impacts viewed by stakeholders in the city of Johor Bahru Malaysia. Analytical hierarchy process (AHP), a multi-criteria decision making analysis tool is used to evaluate the views of the stakeholders with the aid of super decision software. Stream ecology, flora and fauna, habitat depletion, land use and air quality are ranked higher for environmental factors/impacts. Public awareness health and safety, population size and cooperation from the public dominate the social factors. Regulation, landfill capacity, operation and maintenance cost and capital cost dominate economic factors/impacts. Four alternative disposal plans (landfilling, recycling, incineration, composting) were proposed and ranked according to the priorities of the stakeholders. Incineration and recycling were preferred to landfilling and composting disposal options.

scholarly journals Penentuan Faktor Prioritas Pemilihan Online Travel Agency di Wilayah Bekasi Menggunakan Metode Analytical Hierarchy Process

2020 ◽  
Vol 4 (3) ◽  
pp. 825
Author(s):  
Syifa Nur Rakhmah ◽  
Sri Wahyuningsih
Keyword(s):  
Service Quality ◽  
Analytical Hierarchy Process ◽  
Travel Agency ◽  
Travel Agents ◽  
Quality Product ◽  
Weight Value ◽  
The Many ◽  
Online Travel ◽  
Online Travel Agency ◽  
Hierarchy Process

Online travel agent is one of the products of the advancing era that is currently booming. With the advent of online travel agents, the use of online travel in Indonesia is now beginning to be demand. The many conviences and advantages offered bya online travel, then customers are required to be keen to choose an online travel agency. This research was conductes to measure the effectivieness of online travel chosen by customers. By using the criteria in ISO 9001:2008 factors that influence customers satisifaction include Service Quality, Product Quality, Price, Situasional Quality and Personal Quality. This research was conducted on online travel customers in the City of  Bekasi area with a population of 3,013,851 inhabitants with calculations using the Slovin formula obtained a sampel size 400 respondents. The metod use is the analytical hierarchy process. The results of this study indicate that the first alternative is Traveloka eit a weight value of 1.916 or 47.6%, then Tiket.com with a weight value of 1.018 or 27.7% and finnaly Pegipegi with a weight value of 1.141 or 24.7% and for criteria the main attraction customers in chossinh online travel is Service Quality 27.7%, Procust Quality 24.1%, Price 22.9%, Personal Factor 15.5% and Situasional Factor 9.8%

scholarly journals Impulsive Buying Behavior in Mobile Apps Online Travel Agent (OTA) Users: The Role of Apps Browsing and Sales Promotion

2021 ◽  
Vol 1 ◽  
Author(s):  
Erris Kusumawidjaya ◽  
Verina Wijaya ◽  
Adrie Oktavio
Keyword(s):  
Mobile Apps ◽  
Research Problem ◽  
Sales Promotion ◽  
Impulsive Behavior ◽  
Validity And Reliability ◽  
Buying Behavior ◽  
Travel Agent ◽  
Impulsive Buying ◽  
Online Travel

This study tries to explore the phenomenon of impulsive buying among Online Travel Agent (OTA) users who are influenced by the presence of sales promotion activities by OTA and consumer actions when searching for travel products offered by OTA through the mobile apps platform. Research data collection is done through the distribution of questionnaires arranged in a structured way to answer the formulation of the research problem. The questions included in the questionnaire all adopt the results of previous studies with a level of validity and reliability that can be scientifically guaranteed. Questionnaires were distributed to OTA mobile apps users who have accounts in various types of OTAs and have made purchases of products offered by OTA in the past 1 year. A total of 106 respondents participated in filling out the questionnaire from 150 questionnaires that had been distributed previously. The results show that apps browsing does not affect the impulsive behavior of OTA customers and conversely sales promotion can significantly influence impulsive buying.  

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