Model Penilaian dan Pemilihan Trade Show Bagi Industri Kreatif di Sektor Mode

Abstract

: 12-03-2016 Diperbaiki: 25-04-2016 Disetujui: 16-06-2017 dalam trade show untuk memasarkan dan melakukan aktivitas promosi terhadap produknya. Trade show, juga dikenal dengan istilah pameran atau bazar, merupakan suatu acara yang didalamnya berisikan sekumpulan penjual yang berkumpul dalam suatu lokasi untuk menampilkan dan menjual produknya (Herbig, dkk., 1998). Trade show merupakan satu dari tiga faktor paling penting dalam mempengaruhi keputusan pembelian oleh pelanggan (Kijewski, dkk., 1993) dan dipertimbangkan sebagai media promosi yang efektif, dimana 85% pengunjung trade show memiliki buying influence yang tinggi, sehingga produk dapat dipasarkan ke pihak

Decision Support System Design for Wedding Organizer Tradeshow Selection using AHP and TOPSIS

“…The trade show selection criteria that is similar to this study is the study from Rizana et al [1] that emphasized the importance of criteria for tradeshow which are Tradeshow location, Booth position, Reputation of Organizer, Cost Estimation, Prestige of the Event, and other participant reputation. Because of the similar characteristic, the model form Rizana et al [1] will be used as the basis of this study. The AHP Method comprises different decision analytical methods, which are applicable to addressing problems with multiple criteria.…”

“…In the first sprint, the decision model is developed using AHP to gain the weight of each indicator. The criteria that are used in this study are from Fauzya et al [1]. AHP is considered as effective method for solving complex problem in decision making [21] and help the expert as to make best decision.…”

“…One of the promotion media that is considered effective is a trade show. It is because about 85% of trade show visitors have high buying intention [1]. There is no doubt that many creative often participate in the trade show.…”

“…[5]. Many expertise considers trade show as a chance for the small industry to act as an established industry or known as a level playing field [1]. In a trade show, a new company can compete with a well-established company and have the same chance to promote its product in such an event.…”

“…Trade shows usually needs a large marketing budget but regards as an effective promotional tools for marketing product and service [6] There are several factors that should be considered before joining in a tradeshow, i.e. location where the event held, participants' booth location, reputation and professionalism of the organizer, trade show cost estimation, the prestige of the event, and reputation of other participants [1]. The factors considered in participating in a trade show can be assessed and calculated by using multi-criteria decision-making (MCDM) method such as AHP and TOPSIS.…”