<![CDATA[Determining the right distribution area is an important factor in improving the marketing efficiency of a company, especially in companies engaged in the distribution of fire extinguishers. PT Hetamas Perkasa Indonesia is still determining the distribution area of Light Fire Extinguisher (APAR) tubes manually and subjectively, so that it has the potential to cause inaccurate distribution allocation and low marketing effectiveness. Therefore, this study aims to design and build a Decision Support System (SPK) in determining the distribution area of fire extinguishing tubes to improve marketing efficiency using the Analytical Hierarchy Process (AHP) method. The AHP method is used to help decision-making by conducting paired comparisons between criteria and alternatives so that objective and measurable priority weights are obtained. The criteria used in this study include market potential, distribution costs, geographical conditions, and regional accessibility. The system development method used is waterfall, which consists of the stages of analysis, design, implementation, and testing. The results of the study show that the decision support system built is able to provide more optimal and objective recommendations for distribution areas. With this system, PT Hetamas Perkasa Indonesia can improve distribution efficiency and support marketing decision-making in a more systematic and structured manner.]]>
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