Applying the SMART Method to Determine Effective Promotion Strategies for Cocomesh and Cocofiber at PUT Manado State Polytechnic

Don Radius Gerald Kabo (Manado State Polytechnic)
Rudolf Estephanus Golioth Mait (Manado State Polytechnic)
Beldie Aryona Tombeg (Manado State Polytechnic)
Yollanda Lydia Lagarens (Manado State Polytechnic)

Jurnal Multidisiplin Madani (MUDIMA)
Vol. 5 No. 4 (2025): April 2025

This study aims to determine the most effective promotional strategy in marketing Cocomesh and Cocofiber products at the Center for Technology Excellence (PUT) of Manado State Polytechnic. The method used is SMART (Simple Multi-Attribute Rating Technique), a multi-criteria decision-making technique that considers several alternatives and important attributes in the evaluation process. The five main criteria analyzed include cost, reach, effectiveness, ease of implementation, and sales impact. The results showed that promotion through social media was the most effective alternative with the highest score (4.80), followed by MSME partnerships (3.80). These findings provide strategic recommendations for PUT in optimizing a digital-based promotional approach that is cost-effective and reaches a wide market. This study also contributes to data-based decision-making in the coconut-based product innovation sector