PRIORITAS BAURAN PEMASARAN 7P DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN SMARTPHONE OPPO MENGGUNAKAN METODE ANALYTICAL HIERARCHY PROCESS (AHP)

This research aims to determine the priority of effective and efficient marketing strategies in purchasing decisions for Oppo Smartphone products. Using the Analytical Hierarchy Process (AHP) method is used as an approach to assess and prioritize various marketing mixes with calculations using Expert Choice Software Version 11. This research was conducted to find out which criteria and alternatives are the main priority in the 7P marketing mix for purchasing decisions for Oppo Smartphones. The results of this research show that the criteria for marketing mix elements are the main priority for making decisions to purchase Oppo Smartphones, respectively, namely the highest weight. from the first 7 criteria, place with a percentage value of 21.0%, price with a percentage value of 18.4%, people with a percentage value of 17.3%, physical evidence with a percentage value of 12.8%, process with a percentage value of 11.1%, promotion with a percentage value of 10.5%, the lowest weight, product percentage, 09.0%, while ranking sub-criteria in the 7P marketing mix elements are the main priority in making purchasing decisions for Oppo Smartphone products, namely product quality with a percentage value of 13.2% advertising with a percentage value of 14.2% discounts with a percentage value of 12.2% reach with a percentage value of 12.9% service people with a percentage value of 17.6% delivery with a percentage value of 14.7% product packaging with a percentage value of 15.2%.

Keywords: Marketing Mix, Decision Support System, Analytical Hierarchy Process (AHP), Express Choice Version 11.