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All Journal Jurnal Desiminasi Teknologi Jurnal Optimasi Sistem Industri Journal Industrial Servicess Prosiding Semnastek IJFAC (Indonesian Journal of Fundamental and Applied Chemistry) JATI UNIK : Jurnal Ilmiah Teknik dan Manajemen Industri IKRA-ITH Teknologi Jurnal Sains dan Teknologi JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK IKRA-ITH ABDIMAS Industri Inovatif : Jurnal Teknik Industri INAQUE: Journal of Industrial & Quality Engineering Jurnal Optimalisasi Jurnal Abdimas Mandiri Jurnal Tekno Global Jurnal Abdi Insani IGKOJEI: Jurnal Pengabdian Masyarakat Jurnal Pengabdian Masyarakat Indonesia Jambura Industrial Review (JIREV) Aptekmas : Jurnal Pengabdian Kepada Masyarakat Profisiensi : Jurnal Program Studi Teknik Industri Jurnal Abdimas Musi Charitas Integrasi : Jurnal Ilmiah Teknik Industri
Irnanda Pratiwi
Universitas Tridinanti
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Journal : JATI UNIK : Jurnal Ilmiah Teknik dan Manajemen Industri

 1 
Pemilihan Platform Strategi Pemasaran pada Industri Manufaktur dan Jasa dengan Metode AHP Pratiwi, Irnanda; Andalia, Winny; Ghafar, Muhammad Sandy
JATI UNIK : Jurnal Ilmiah Teknik dan Manajemen Industri Vol. 9 No. 1 (2025): October
Publisher : Industrial Engineering, Engineering of Faculty, Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/jatiunik.v9i1.6130

Abstract

Indonesia is experiencing an economic revival marked by rising consumption of goods and services, particularly in the food industry sector, which reached 1,542,410 units (48.3%), highlighting its crucial role in the national economy. However, Micro and Small Industries (IMK) still face challenges such as limited capital, resources, and suboptimal digital marketing strategies. This study aims to determine the most effective digital marketing strategy priorities to enhance IMK competitiveness. Data were obtained from BPS (2021) and interviews with business actors in Palembang, using the K-Means clustering method for innovation segmentation and the Analytical Hierarchy Process (AHP) for strategy selection. The results show that Java Island achieved the highest innovation score (11,692), dominated by marketing and distribution (6,265) and product innovation (4,440). The KBLI 10–22 sector excelled with a score of 6,336, while ANOVA testing (Sig. = 0.000) indicated significant differences between clusters, with marketing emerging as the dominant factor (F = 116.544). The descriptive application criterion (0.413) and social media platform (0.7) were identified as the most effective strategies. This study concludes that digital innovation and interactive descriptive content play key roles in improving IMK marketing performance and contribute to strengthening regional innovation literature and technology-based digital marketing strategies.
Co-Authors Abu Amat HAK Alfonsius Erdiyansyah Andalia , Winny Andika Lesmana Aprilyanti (Universitas Tridinanti), Selvia Ari Pramono Azhari Azhari Bangun Nusantara Devie Oktarini, Devie Dhimas Antoniohud Faizah Suryani Faizah Suryani Farilyn Danisya Fiere Ricardo Sumbayak Fitri Ulandari Ghafar, Muhammad Sandy Gilang Ramardi Hermanto MZ Hermanto MZ Hermanto MZ Hermanto MZ Hermanto MZ, Hermanto Homzah, Ozkar F Iman jaharia Lumbantobing Iskandar Husin Iskandar Husin, Iskandar Legihus Legihus M Yus Al-Amin M. Reza Adrian Madagaskar Madagaskar Madagaskar, Madagaskar Mahmud Basuki Muhammad Lazim MZ (Universitas Tridinanti), Hermanto Nasir Nasir Noviantoro, Djatmiko Parianti, Ela Permatasari, Rosmalinda Ramayanti, Cindi Rita Maria Veranika Sapitri, Marlina Saputra, Dandi Dwi Sasiska Rani Selvia Aprilyanti Selvia Aprilyanti Selvia Aprilyanti Selvia Aprilyanti Selvia Aprilyanti Selvia Aprilyanti, Selvia Sismanto Sismanto Sri Utami, Ria Suryani, Faizah Suryani, Faizah Susila Arita Tamalika, Tolu Tolu Tamalika Utami, Oktariya Putri Winny Andalia Woro Setiati, Tri Z, Hermanto M