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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana
Ima Normalia Kusumayanti
Fakultas Rekayasa Industri, Universitas Telkom, Jawa Barat, Indonesia
Economics, Econometrics & Finance Education

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PERANCANGAN PERBAIKAN KOMUNIKASI PEMASARAN FORTUNA TENUN IKAT BALI MENGGUNAKAN METODE BENCHMARKING DAN ANALYTICAL HIERARCHY PROCESS Ni Nyoman Putri Ayu Pramesti; Husni Amani; Ima Normalia Kusumayanti
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.10.NO.11.TAHUN.2021
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (365.083 KB) | DOI: 10.24843/EEB.2021.v10.i11.p10

Abstract

Fortuna is one of the MSMEs that is engaged in fashion by producing and selling Balinese Weaving Fabric (Tenun Ikat Bali). Creating awareness and knowledge about products can be done through marketing communications. Fortuna has implemented six marketing communication mixes from the eight existing communication mixes but it has not been implemented optimally. This research aims to design marketing communication programs using the benchmarking method and the Analytical Hierarchy Process (AHP) tool to determine the selected benchmark partner. The benchmarking method was used to determine the gap between Fortuna's marketing communication program and selected benchmark partners as a reference in designing recommendations for improvement in the marketing communication program. This research formulates 16 needs attributes, which used as a reference to develop recommendations for Fortuna’s marketing communication programs in each marketing communication mix.
Co-Authors Husni Amani Ni Nyoman Putri Ayu Pramesti