<![CDATA[Analytical Hierarchy Process (AHP) method is a decision making method which use factor of logic, experience, knowledge, emotion and feeling for optimized in a systematic process. Functional hierarchy and pair-wise comparison matrix is the main component in structure of AHP. In this pair-wise comparison matrix, the weight of each criterion will be sought by normalizing the geometric mean of respondents’ opinion. Maximum eigen values and eigen vector which normalized will be obtained in this matrix. In the process of determining hierarchy weighting factor as well as evaluation factor, there must be a consistency testing (CR < 0,100). In this research, AHP method is used to determine the strategy of promoting in PT. Pabrik Es Siantarwith Priority of criteria is competitors of the constraint factor with a weight 0,8 or 80%, sub criteria of human resources of company criteria on supporting factors with a weight 0,167 or 16,7%, and alternative who the highest score is Alternative 1 with a weight 0,5298 or 52,98%. Keywords: Strategy of promoting, AHP, Pair-Waise Comparison Matrix]]>
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