PRIORITAS STRATEGI PEMASARAN BERDASARKAN PERSEPSI BAGIAN PEMASARAN DALAM KEPUTUSAN PEMBELIAN SKINCARE RODEOS MENGGUNAKAN METODE ANALTYICAL HIERARCHY PROCESS (AHP) (Studi Kasus PT. Ultiface Selamet Nugraha)

This study aims to determine the priority of an effective marketing strategy based on the perceptions of the marketing department in purchasing decisions for Rodeos brand skincare products. The Analytical Hierarchy Process (AHP) method is used as an approach to assess and prioritize various marketing strategies with the help of calculations using Software Expert Choice version 11. This research was conducted to find out which criteria and alternatives are the top priority in the marketing mix strategy for purchasing decisions for Rodeos skincare . The results of this study show that the criteria for the marketing mix elements which are the top priority for purchasing decisions for Rodeos skincare successively include promotions with a percentage value of 22.0%, products with a percentage value of 18.5%, price with a percentage value of 17.4%, physical evidence with a percentage value of 14.4 %% place with a percentage value of 10.3% process with a percentage value of 9.6% people with a percentage value of 7.9% while sub-criteria ranking in the 7P marketing mix element which is the top priority for purchasing decisions for Rodeos skincare is product quality with a percentage value of 23.4% discount with a percentage value of 17.3 % advertising with a percentage value of 15.3% product packaging with a percentage value of 12.8% delivery with a percentage value of 11.3% reach with a percentage value of 10.7% service people with a percentage value of 9.2%.

Keywords: Marketing Mix, Decision Support System, Analytical Hierarchy Process, Expert Choice