Decision Support System Using the Analytical Hierarchy Process (AHP) Method for Evaluating Marketing Strategy Effectiveness (Case Study: Gressoy Indonesia)

Gressoy Indonesia is a micro business in the food and beverage sector that faces challenges in increasing sales of its products. To assist decision-making in choosing the most effective marketing strategy, this research develops a decision support system using the Analytical Hierarchy Process (AHP) method. This method is used to develop a hierarchical structure based on objectives, evaluation criteria, and marketing strategy alternatives, then weighted through pairwise comparisons. Data was obtained through observation, interviews, and questionnaires with Gressoy management. There are four marketing strategies evaluated, namely promotion through social media, cooperation with partnerships, providing seasonal discounts, and participating in an event. The results of data processing show that the strategy of cooperation with partnerships is the top priority to be evaluated with the highest weighted value of 0.436. Other strategies in order are participating in an event (0.270), giving seasonal discounts (0.187), and promotion through social media (0.106). The criteria that most influenced the decision was ease of implementation, followed by effectiveness in increasing sales, market reach, and cost. These results suggest that strategies that are easy to implement and have a direct impact on sales need to be the main concern. These findings are expected to help MSMEs in developing more effective and targeted marketing strategies to increase product sales.