Utilization of Analytic Hierarchy Process (AHP) in Determining the Best Marketing Platform for Local Convection Startups

Jasmine Indah Rahmadanty, Salsa Eva Safitri, Steviany Ayu Resnandini, Muhammad Eka Purbaya

Abstract


This startup is a local garment manufacturing venture based in Purwokerto, Banyumas Regency, specializing in the production of custom apparel such as t-shirts, hoodies, tote bags, work uniforms, and community clothing. This study aims to analyze and determine the most suitable digital marketing platform for the garment-based startup by implementing the Analytic Hierarchy Process (AHP) method. Selecting the right marketing platform is a crucial factor in enhancing market reach and improving the efficiency of digital promotion efforts. The AHP method is chosen for its ability to address multi-criteria decision-making problems in a systematic and structured manner. The evaluation criteria include cost, market reach, platform features, and ease of use. Data were collected through interviews and questionnaires with the owner and other relevant stakeholders, then processed using AHP-supporting software to determine the weights and priorities of each criterion. The analysis results indicate that Instagram holds the highest priority in supporting the startup's marketing strategy, making it a primary recommendation for the digital development of local garment businesses based on community empowerment.

Keywords


AHP; digital marketing; local garment business; empowerment; digital platform

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References


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