#TITLE_ALTERNATIVE#

• Main Author: (NIM 23298099), SUHARTONO
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/9375
• Institution: Institut Teknologi Bandung

Marketing is dealing with how to bring products to the proper customer or market. To make marketing more efficient and effective, one has to make clear definition of market / customer target. Determination of customer target in marketing process is a challenge for marketing managers to make successful telecommunication services marketing. Lacking of accurate customer information and accurate potential market information, fuzzy method becomes more attractive alternative to make decision support system. <br /> <br /> <br /> Fuzzy marketing decision support system is an information system that combines decision support system and fuzzy expert system that function is to help marketing manager to determine market/customer target in telecommunication services marketing by processing PT. TELKOM customer database from the server. This thesis take the case of KLIP, PERMATA, and Voicemail Marketing. <br /> <br /> <br /> To test this information system, we input 394 sample of PT. TELKOM Kandatel Bandung customer database to calculate value of customer target. This marketing project, PERMATA, KLIP and Voicemail is still in planning. So in this thesis we can not make an accuration test to know the concordant between system output and customer response. <br /> <br /> <br /> These results of the test show that there are two circumstances that affect the system output / result of customer target calculation as follows : input and output variables include their membership function and the manager expertise that is expressed in the rule blocks of the fuzzy marketing decision support system. <br />