STRATEGI PEMASARAN SONGKET SILUNGKANG DENGAN MENGGUNAKAN FUZZY LOGIC

  • Titik Efnita Efnita Universitas Putera Batam
  • Ihsan Verdian Universitas Universal Batam

Abstract

Songket is one of the names of regions or cultures in several regions that must be preserved and promoted. Strategies that are needed in marketing this product to be more widely known and are expected to be an alternative in decision making. Silungkang songket sales strategy that has been carried out by business owners is only done by intuition and subjectivity. There is no sales development. The reason is the result of the SWOT Analysis. The fuzzy analytic process hierarchy approach (F-AHP) is one method that can help this problem. F-AHP is a method that directs the decision making to study alternatives and alternatives namely SWOT (Strengths, Weaknesses, Opportunities and Threats) results from the context of SWOT and F-AHP resulting in an alternative development of Silungkang songket strategy in West Sumatra which consists of short-term strategies, medium and long term.

Published
2018-07-30
How to Cite
EFNITA, Titik Efnita; VERDIAN, Ihsan. STRATEGI PEMASARAN SONGKET SILUNGKANG DENGAN MENGGUNAKAN FUZZY LOGIC. JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam), [S.l.], v. 6, n. 2, p. (92-99), july 2018. ISSN 2549-9491. Available at: <http://ejournal.upbatam.ac.id/index.php/jim/article/view/683>. Date accessed: 23 sep. 2018.

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