PEMILIHAN SARANA PROMOSI LEMBAGA PENDIDIKAN MENGGUNAKAN FUZZY MULTI CRITERIA DECISION MAKING (MCDM) (STUDI KASUS: YAYASAN SAHABAT IMAN ORTHODOX INDONESIA)

Abstract

This research was conducted to study the decision-making process by using fuzzyMulti Criteria Decision Making (MCDM) with total integral value method, which isimplemented in the selection of appropriate promotional tool in promoting educationalinstitutions that sheltered by Yayasan Sahabat Iman Orthodox Indonesia (YSIOI). Data werecollected through observation and interviews conducted with adviser and founder of theFoundation, and the Foundation promotional team coordinator. Furthermore, the data wereanalyzed to determine the weight or importance of each criterion (W) and the level of suitabilityof each alternative with each criterion (A). Fuzzy suitability index value is generated for eachalternative, and then used to calculate the total integral value of each alternative, to generatethe highest ranking of alternative. In this study the author use six alternative means ofpromotion tools, namely: advertising, personal selling, public relations, direct marketing, salespromotion, and internet. While the criteria used were: cost per audience member, coverage,deliver complicated messages, interchange with audiences, credibility, timing, and evaluation.From the calculation results, personal selling tool is the alternative with the highest totalintegral value (F) among the other alternatives. Thus, the personal selling is a suitablepromotion tool recommended for being used by the YSIOI to promote educational institutionunder it’s aegis