SULISTYANI, DESY (2016) PEMILIHAN STRATEGI PEMASARAN MENGGUNAKAN METODE ANP DAN FUZZY TOPSIS (Studi Kasus di Hotel The Royale Krakatau Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Data from the Central Bureau of Statistics on 2000 – 2014 shows that global economic crisis impacted to the decrease of Gross Domestic Product’s (GDP)growth rate in the field of trade business sector, hotels and restaurants. It also has a direct impact to the revenue of The Royale Krakatau Hotel (TRK). By 2013, TRK’s revenue increased by 98% compared to 2011. However, in 2014 – 2015, TRK’s revenue declined by 16% compared to the revenue in 2013. Based on the analysis of Market Share and Market Growth Matrix, TRK is able to occupy the position of cell Star with an average market growth rate is 16,28% and the relative market share is 0.88. Although TRK’s average market growth rate was positive, but be wary for the decline of TRK’s revenue that occured two years earlier. Thus, TRK need to arrange marketing strategy for the sustainability of its business. This research aims to know the weight of marketing strategy sub criteria and give recommendations for the best marketing strategy using ANP and Fuzzy TOPSIS methods. The criteria used in this research are Quality, Cost, Delivery, and Service with 15 sub criteria involved. The results of the calculation using ANP method showed that the highest sub criteria is Service Management (0,14926), and the lowest weight is Publication of Event Marketing (0,02432). Based on the final result calculation using Fuzzy TOPSIS method the choosen alternative is market growth strategy (42%). Keywords: Market Share and Market Growth Matrix, ANP, Fuzzy TOPSIS

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