Pemilihan Program Promosi Produk Tematik Dalam Rangka Mendukung Pertumbuhan Penjualan

Syahrani, Guruh (2026) Pemilihan Program Promosi Produk Tematik Dalam Rangka Mendukung Pertumbuhan Penjualan. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6032242120-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (18MB) | Request a copy

Abstract

Transformasi digital pada perusahaan utilitas publik menuntut organisasi memilih program promosi yang mampu meningkatkan penjualan sekaligus mendorong adopsi layanan digital. Di PT PLN (Persero) UP3 Teluknaga, setiap alternatif program promosi memiliki keunggulan dan keterbatasan sehingga menimbulkan permasalahan pengambilan keputusan multikriteria. Penelitian ini bertujuan menentukan prioritas program promosi produk tematik menggunakan metode Analytic Network Process (ANP) dan Technique for Order Preference by Similarity to Ideal Solution (TOPSIS). ANP digunakan untuk menentukan bobot kriteria yang saling berkaitan, sedangkan TOPSIS digunakan untuk merangking alternatif berdasarkan kedekatannya dengan solusi ideal. Penelitian mengevaluasi enam kriteria, yaitu dampak penjualan kWh dan produk tematik, adopsi PLN Mobile, efisiensi biaya promosi, kelayakan operasional, ketepatan sasaran, serta risiko dan kepatuhan. Hasil penelitian menunjukkan bahwa dampak penjualan merupakan kriteria dengan bobot tertinggi. Urutan prioritas program yang dihasilkan adalah Promosi Digital (A1) dengan nilai preferensi 0,8547, diikuti Aktivitas Lapangan (A2) 0,7160, Kemitraan (A3) 0,5928, Media Luar Ruangan (A6) 0,4248, Omni Channel (A5) 0,3328, dan Radio (A4) 0,1890.. Integrasi ANP–TOPSIS memberikan rekomendasi yang objektif dan kontekstual dalam penentuan program promosi produk tematik di PLN UP3 Teluknaga. Integrasi ANP – TOPSIS menghasilkan rekomendasi yang rasional, dan kontekstual dalam penetapan program promosi produk tematik di PLN UP3 Teluknaga.
=======================================================================================================================================
Digital transformation in public utility companies requires organizations to select promotional programs that can increase sales while encouraging the adoption of digital services. At PT PLN (Persero) UP3 Teluknaga, each promotional program alternative has its own strengths and limitations, creating a multi-criteria decision-making problem in determining the most appropriate promotional strategy. This study aims to determine the priority of thematic product promotional programs by integrating the Analytic Network Process (ANP) and the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS). ANP was employed to determine the weights of interdependent decision criteria, while TOPSIS was used to rank the promotional alternatives based on their relative closeness to the ideal solution. The evaluation was conducted using six main criteria: kWh sales and thematic product impact, PLN Mobile adoption, promotional cost efficiency, operational feasibility, targeting accuracy, and risk and compliance. The results indicate that sales impact is the most influential criterion. The priority ranking of promotional programes is Digital Promotion (A1) with a preference value of 0.8547, followed by Field Activities (A2) with 0.7160, Partnerships (A3) with 0.5928, Outdoor Media (A6) with 0.4248, Omni Channel (A5) with 0.3328, and Radio (A4) with 0.1890. The integration of ANP and TOPSIS provides an objective, rational, and context-specific decision support framework for determining the priority of thematic product promotional programs at PT PLN (Persero) UP3 Teluknaga.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Program Promosi, Produk Tematik, Multikriteria, ANP, TOPSIS, PLN Mobile, Promotion Program, Thematic Products, Multycriteria
Subjects:	T Technology > T Technology (General) > T58.62 Decision support systems
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Guruh Syahrani
Date Deposited:	28 Jul 2026 06:15
Last Modified:	28 Jul 2026 06:15
URI:	http://repository.its.ac.id/id/eprint/138744

Actions (login required)

View Item