Utilization of IT Business Management for Marketing Development with the Analytical Hierarchy Process Method

Abstract

Marketing development is an important factor in a business that must be considered to increase market share. Choosing the right marketing strategy greatly influences the smooth running of sales. This study aims to determine a decision on the right marketing method so that it can be applied by Rozi Bike Shop in expanding its market share. Determination of the marketing strategy at the Rozi bicycle shop is determined based on four criteria, namely organization, product, place and distribution channel. The four criteria are analyzed and processed using the Analytical Hierarchy Process (AHP) method in order to obtain an appropriate marketing decision to implement. method The Analytical Hierarchy Process (AHP) is a multicriteria decision method for solving complex or complex problems, in unstructured situations into parts (variables) which are then formed into functional hierarchies or network structures. The results of calculations using the AHP method show that Strategy A (Technological Innovation) gets the highest value, namely 0.46984 . The results obtained from this study are a decision-making system designed using the AHP method and the application of IT business management in developing the store's marketing.