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All Journal International Journal of Industrial Optimization (IJIO) Keluwih: Jurnal Sains dan Teknologi
Azhra, Fariza Halidatsani
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Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering

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Marketing strategy planning at alfamart lodadi stores using the clustering, ahp, and ar-mba method Azhra, Fariza Halidatsani; Fadhlurrohman, Najib; Putra, Bagas Swardhana; Ibrahim, Faisal
International Journal of Industrial Optimization Vol 2, No 2 (2021)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/ijio.v2i2.4361

Abstract

Nowadays, people are very facilitated by the existence of various shopping centers, including retail. Because many retailers are close to each other, Alfamart Lodadi must have a good marketing strategy. So far, the strategy used is sometimes inaccurate because it is not based on customer segmentation.  Therefore, the purpose of this research is to help retail owners to make decisions regarding the right marketing strategy with three methods so that Alfamart Lodadi can compete and increase sales. The Analytical Hierarchy Process (AHP) is employed to find the priority variables of customer segmentation; meanwhile, the K-Means Clustering is used to group customers based on the similarity of predetermined characteristics. AR-MBA is used to find out the best rules, and products are rarely, sufficient, and frequently purchased.  The results of this research, based on AHP, obtained five segmentation priority variables based on the largest eigenvector values. There are income, age, expenditure, distance, and shopping intensity with each eigenvector value of 0.13; 0.16; 0.12; 0.12; 0.17. From clustering, there are three customer clusters with different strategies, including free shipping when shopping, product discounts for certain periods, and providing catalogs and discounts on each transaction and offer notifications. Then, this research also obtained three strategies based on AR-MBA. These include making a catalog by bringing frequently purchased products closer together, choosing a layout for shopping places by bringing frequently purchased products closer together, and making shopping coupons for rarely purchased products. With several strategic choices, companies can make decisions appropriately according to the desired criteria.
Analysis of marketing strategy at setia stores using ahp, clustering, and ar-mba method Ibrahim, Faisal; Putra, Bagas Swardhana; Azhra, Fariza Halidatsani; Fadhlurrohman, Najib
International Journal of Industrial Optimization Vol 2, No 2 (2021)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/ijio.v2i2.4369

Abstract

A company can survive and thrive when the strategies and processes applied in its business are correct. One of the processes in determining strategy in decision making. The owner of Setia Store has difficulty in choosing a marketing strategy. The product layout shows this in the Setia Store, which confuses customers. Setia Store also rarely offers a promotion, making it difficult to compete with competitors. This study aims to help Setia Store increase sales by determining the right marketing strategy. To determine the right marketing strategy, there are three methods developed. First of all, the analytical hierarchy process (AHP) is employed to find the customer priorities. Then, clustering is proposed to find potential marketing targets that have similar characteristics from the results of the AHP method. Third, association rule-market basket analysis (AR-MBA) is developed to find the best rules for product marketing strategy. The first method shows that the housewives (EV=0.6270) are Setia Store's priority customers from the three methods. Second, cluster 3 (which has three characteristics in common) is a very potential target market. Third, the best rule is to buy products from departments 2 and 3 (Confidence 60%, Support 12%). From these results, the right marketing strategy is to create a buy 1 get 1 promo banner or label for products that are rarely purchased, such as household appliances. Then, create a catalog by bringing together frequently purchased products such as spices and food ingredients. Finally, improve the layout by bringing the departmental shelves closer to frequently purchased products.
Perancangan Inovasi Drone Pencegah Penyebaran Covid-19 Menggunakan Integrasi Model Kano dan HOQ Azhra, Fariza Halidatsani; Jati, Nayoko Prasetyo; Magister Alfatah Kalijaga
Keluwih: Jurnal Sains dan Teknologi Vol. 2 No. 2 (2021): Keluwih: Jurnal Sains dan Teknologi (August)
Publisher : Direktorat Penerbitan dan Publikasi Ilmiah, Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/saintek.v2i2.4546

Abstract

Abstract—COVID-19 be a concern in all countries because of its rapid spread through droplets or airborne. The COVID-19 Task Force recorded that 1.4 million Indonesians were exposed to the virus. The government has established health protocols, one of which is social distancing. However, as time goes by, people's awareness of the dangers of COVID 19 is decreasing. Many people violate health protocols and crowd in various places. Based on these problems, a disease transmission prevention tool is designed to reducing the spread of the virus. The method used in this research is Kano Model. From the results of the voice of customer and Kano Model analysis, it was found that the drone that consumers want is have a disinfectant in the form of 360⁰ UVC rays, sound transmission in the form of a mic along with speakers, both of which are included in the attractive category, while the one-dimensional category is a temperature gauge in the form of infrared rays to help detect the symptoms of the COVID-19 virus. The presence of PATRON is expected to help the COVID-19 Task Force in an effort to prevent the transmission of the COVID-19 virus. Keywords: disease transmission tool, kano model, covid-19 Abstrak—Virus COVID 19 menjadi perhatian di berbagai negara dikarenakan penyebaranya yang cepat melalui droplet atau airborne. Berdasarkan data SATGAS COVID 19 tercatat sejumlah 1,4 juta penduduk indonesia terpapar virus. Pemerintah menetapkan berbagai protokol kesehatan untuk mengurangi risiko penyebaran virus, salah satunya yaitu menjaga jarak. Namun, seiring berjalannya waktu kesadaran penduduk akan bahaya COVID 19 semakin berkurang. Banyak masyarakat yang melanggar protokol kesehatan dan berkerumun di berbagai tempat. Sebagai langkah mengurangi jumlah kerumunan, dibutuhkan sebuah alat untuk membubarkan kerumunan dengan tujuan mengurangi penyebaran virus. Berdasarkan permasalahan tersebut, maka dirancang disease transmission prevention tool. Metode yang digunakan dalam perancangan desain alat adalah Model Kano. Dari hasil voice of costumer dan analisis Model Kano, didapatkan hasil bahwa drone yang dihendaki oleh konsumen yaitu memiliki disinfektan berupa sinar UVC 360⁰, transmisi suara berupa mic beserta speaker, kedua hal tersebut termasuk kedalam kategori attractive, sedangkan kategori one dimensional yaitu pengukur suhu berupa sinar infrared untuk membantu mendeteksi gejala virus COVID-19. Kehadiran PATRON diharapkan dapat membantu membantu SATGAS COVID-19 dalam upaya pencegahan penularan virus COVID-19. Kata kunci: disease transmission tool, model kano, covid-19
Co-Authors Fadhlurrohman, Najib Ibrahim, Faisal Jati, Nayoko Prasetyo Magister Alfatah Kalijaga Putra, Bagas Swardhana