Multi-Objective Optimization on the basis of Ratio Analysis (MOORA) Dalam Penentuan Lokasi Pemasaran Produk

Dwi Handoko

doi:10.58602/mediacelebes.v1i2.44

Dwi Handoko Institut Teknologi dan Bisnis Diniyyah Lampung

DOI: https://doi.org/10.58602/mediacelebes.v1i2.44

Abstract

Product marketing location determination is a strategic decision that requires in-depth analysis to maximize market reach and distribution efficiency. One of the main problems is the high level of competition in an area, which can reduce the attractiveness of a business and limit growth. In addition, a mistake in understanding the dominant customer profile in a particular location can result in a mismatch between the product offering and market needs. This study aims to determine the location of product marketing by utilizing a decision support system technology and applying the MOORA method as an approach in recommending a decision. The ranking results of the MOORA method recommend Location 1 as a product marketing location with a final value of 0.5379 by getting a rank of 1, Location 3 as a product marketing location with a final value of 0.4907 by getting a rank 2, and Location 1 as a product marketing location with a final value of 0.4742 by getting a rank 3.

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