Analysis of Promotional Media Selection Based on Modified Analytical Hierarchy Process (AHP) to Increase Halal Product Sales Volume

Abstract

Finding the promotional media that used AHP in earlier experiments was the intended goal of this study, however data gathering proved to be quite difficult for researchers. This is because the research issue, MSMEs in the halal product, demands an excessive volume of questionnaire data. The researcher also made an effort to simplify the questionnaire by designating consideration and contempt with the numbers 1 and 0, respectively. Since the EPIC model contains four distinct dimensions, it is utilized to produce indications. This implies that measurements can also be taken in each of the EPIC dimensions. The development of AHP modifications that are demonstrated in the calculation of pairwise comparison matrices is the main focus of this study. In this study, data collection is much easier and faster. It caused by the form of the questionnaire was simple and only takes less than 2 minutes. Social media can be used as a substitute for traditional advertising in the scenarios mentioned. The most popular alternative for promotion for MSMEs is social media (36%). Search engines and product collaboration (30% and 13%) are the following substitute promotional media to increase MSMEs in the halal product.