Determination of Marketing Strategies on Telecommunication Industry Using Analytic Hierarchy Process (AHP)

Abstract

The community's need for telecommunications services is inseparable from everyday life. With the existing sophistication, the people of Ambon City want access to information that is diverse, easy, fast, and reliable. PT. Telkom Indonesia Tbk., Ambon is one of the state-owned companies engaged in telecommunications. To compete in the development of internet-based access and tehnology, PT. Telkom Indonesia Tbk., Ambon must make promotional programs that are attractive, informative, communicative, affordable, persuasive, and memorable. Using the Analytic Hierarchy Process method results in a presentation on the priority of promotional programs, namely, Promotion on Radio (17.9%), Festival (13.7%), Door To Door Marketing (12.9%), Open Table (12.7%), Website Promotion (11.2%), Advertise "add lips" on Radio (11.1%), Install Billboards (8.8%), Promotions with Banners (6.5%), and Advertisements in Newspapers (5.2 %).