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All Journal Majalah Ilmiah METHODA
Anggita Putri Ilsanty
Universitas Telkom
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Medicine & Pharmacology Public Health

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Perancangan Perbaikan Program Komunikasi Pemasaran pada Zflora Gardening Menggunakan Metode Benchmarking dengan Tool Analytical Hierarchy Process (AHP) Anggita Putri Ilsanty; Maria Dellarosawati Idawicaksakti; Meldi Rendra
Majalah Ilmiah METHODA Vol. 14 No. 3 (2024): Majalah Ilmiah METHODA
Publisher : Universitas Methodist Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46880/methoda.Vol14No3.pp377-391

Abstract

Zflora Gardening is a business actor that is developing and competing in the field of ornamental plants, having been established since 1995. There are obstacles in running the business with the sales target that was set in 2019 being unable to be achieved. It is known from the small number of Instagram account followers compared to other competitors. Another factor is the low level of brand awareness obtained when obtaining results based on a preliminary survey. Zflora Gardening has not been able to optimize the implementation of its marketing communications. This research produces an integrated system design related to improving the marketing communications program at Zflora Gardening using the benchmarking method with the Analytical Hierarchy Process (AHP) tool. This research resulted in an improvement plan for 14 marketing communications criteria tailored to Zflora Gardening's capabilities.
Co-Authors Maria Dellarosawati Idawicaksakti Meldi Rendra