DEVELOPMENT OF ONLINE MARKETING MIX CRITERIA MODEL IN CREATIVITY & DIRECTION STAGE USING FUZZY AHP (CASE STUDY: CREATIVE INDUSTRY IN INDONESIA)

• Main Author: Rusydi Triyanto, Irfan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/51696
• Institution: Institut Teknologi Bandung

Internet growing rapidly in Indonesia. Developing of internet help many sector to grow, such as MSMEs as one of the backbones of Indonesia economy. Internet utilization in MSMEs encourages the utilization of online marketing. Online marketing provides benefits and convenience that are not obtained in offline marketing. The use of online marketing needs to be tailored to the company capabilities and needs for online marketing to run effectively and efficiently. In Indonesia, internet utilization in MSMEs quite low due to the knowledge of the owner who have not been able to use internet in order to MSMEs growth. Marketing also become problem for MSMEs where 74% MSMES have difficulty to marketing access. Those problems will inhibit MSMEs growth. The research aims to design a model of online marketing mix aimed at MSMEs and also to make the priority of marketing mix into two stages of organizational growth, namely the creativity and direction stage. The research was conducted on 6 MSMEs participants in the creativity stage and direction stage through structured interviews to determine the criteria of online marketing mix and then followed with the use of the fuzzy method AHP in determining the ranking of criteria. The conclusion of the study was found 40 essential criteria of online marketing mix consisting of 10 criteria on product dimensions, 8 criteria on price dimensions, 10 criteria on place dimensions and 12 criteria on promotion dimensions. Differences of position in marketing mix criteria happens in creativity stage and direction stage.