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All Journal JISI UMJ (Jurnal Integrasi Sistem Industri UMJ) JURNAL ILMU MANAJEMEN DAN BISNIS Jurnal Sistem dan Manajemen Industri JRSI (Jurnal Rekayasa Sistem dan Industri) Jurnal Manajemen dan Bisnis IJIES (International Journal of Innovation in Enterprise System) Jurnal Pendidikan dan Konseling Jurnal Ilmiah Wahana Pendidikan Jurnal Manajemen Dan Bisnis Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Engineering Community Service Seminar and Community Engagement (COSECANT) Telkatika: Jurnal Telekomunikasi Elektro Komputasi & Informatika
Boby Hera Sagita
Universitas Telkom
Religion Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Transportation Other

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Journal : Jurnal Ilmiah Wahana Pendidikan

 1 
Perancangan Perbaikan Komunikasi Pemasaran Motiviga Menggunakan Metode Benchmarking dan Tool Analytical Hierarchy Process Hanifah Prilia Sepnita Surosman; Husni Amani; Boby Hera Sagita
Jurnal Ilmiah Wahana Pendidikan Vol 8 No 18 (2022): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (204.266 KB) | DOI: 10.5281/zenodo.7134117

Abstract

Motiviga is a local fashion brand that was founded in 2012 in the city of Bandung and is an industry pioneer that produces bags made of scraf in Indonesia. Sales of Motiviga products from December 2020 to September 2021 fluctuated and tended to decline and did not meet the sales targets that had been set. One of the factors that caused the sales target not to be achieved, namely Motiviga is included in the low level of involvement. A low level of engagement means that followers on that account are less engaged in any content so the performance of uploaded content is low. As for other factors that can be a trigger in purchasing decisions, namely brand awareness of a product. Motiviga has implemented several marketing communication mixes in the use of its tools but it has not been carried out optimally. This can be a factor in not achieving sales targets and low brand awareness at Motiviga. This final project aims to design an integrated system for improving marketing communications using benchmarking and Analytical Hierarchy Process methods. A benchmarking method that will be used to get the best marketing communication design from Motiviga which can then be used as a reference in the proposed marketing communication program implemented by Motiviga in the hope of influencing brand awareness and increasing sales targets and also the Analytical Hierarchy Process tool that will be used to identify competitors selected as Motiviga's benchmark partner. The design of an integrated system for improving marketing communication programs at Motiviga has 15 attributes of needs from the results of data processing that has been carried out.
Co-Authors Ade Mulyono Agung Purnama Putra Agus Achmad Suhendra Amelia Kurniawati Andhymurti Timur Heryanto Andrian Bima Ardianta Annisa Amalia Ananda Aria Permana Muluk Arnanda Eka Syahputra Aryodimas Syifa Putrandy Asri Sukma Isabari Aulia Ananta Siregar Bagas Praditya Yusuf Putra Brandon Dwinata Tjiandra Budi Praptono Budi Praptono Budi Yogaswara Chaula Triza Putri Della Azka Dwigifari Denissya Maharani Adrian Deo Faturrahman Dimas Trianto Disman Disman Elvin Supriyanto Emeliawaty Emeliawaty Endang Chumaidiyah Erik Rakha Rizqullah Fadhil Muhammad Rafif Fadila Rahmasari Farda Hasun Farid Wira Darmawan Fauziyah, Rahma Ghina Atha Febrianti Ghina Zhafirah Gilang Bagas Satria Pradana Hadi, Rosad Maali El Haikal Munawar Fikri Hanifah Prilia Sepnita Surosman Herfaida Nadia Ningrum Husni Amani Ika Putera Waspada Ilham Rafdi Karami Khalif Abdul Aziz Maria Dellarosawati Maulana Alif Anugrah Muhamad Daffa Amanullah Muhammad Farhan Fathurrahman Muhammad Faris Izzuddin Muhammad Hasbi Muhammad Raihan Rahmadayansya Muhammad Rizky Hasya Naufal Fauzan Arianto Nebila Oka Ariane Ni Putu Putri Pramesti Nikmah Novitasari Noviana Noviana Nugraha Nugraha Nurul Fauziah Pradipta Ricky Baskara R. Yuan Abdiel Gama Bandoro Rafi Fauzan Sasmitapraja Rahma Fauziyah Rahmad Perdana Harianja Raihan Nurfitri Hasanah Ridho Gibran Iman Majid Rifadli Doktawiranda Agusdin Rinaldi Julian Rosad Ma'ali El Hadi Rosad Ma’ali El Hadi Rosad Ma’ali E Rosad Ma’ali El Hadi Ryan Aldiansyah Salsabila Diarnie Larasati Sari Wulandari Sari Wulandari Sari Wulandari Sari Wulandari Ully Yunita Nafizah Ulul Azmi Vidianto Fajar Nugraha Wawan Tripiawan Widia Zulhafizah Yati Rohayati Yati Rohayati, Yati Yoga Widagda Wendy Pradhana Yudho Bonar Gunarto