Decision support system using PROMETHEE Algorithm
Benget Simamora, Amril Amril, Indah Wahyu Puji Utami, Komang Shanty Muni Parwati, Wisnu Rayhan Adhitya, Joli Afriany, Saipul Al Sukri, Desi Asima Silitonga, Siti Aulia Aisyah · IOP Conference Series Materials Science and Engineering · 2021
Abstract The aim of this study is to analyze contemporary drinks marketing strategy using decision-making support techniques.. Drinks are a product that can quench thirst. Nowadays, many beverage businesses have sprung up (the term contemporary drink). Today’s drinks are one of the business opportunities for millennials because these drinks can be served practically, creatively, and innovatively. The number of brands and variants of contemporary drinks circulating, which makes it difficult for consumers to choose delicious contemporary drinks. In addition, this analysis can be used as information for those who want to find opportunities in the beverage business. Sources of data were obtained by conducting interviews and giving random questionnaires to 440 respondents of all ages in Pematangsiantar city. In this case, the decision support system technique used is the PROMETHEE (Preference Ranking Organization Method for Enrichment Evaluation) method. The assessment criteria used to assess the best alternative based on consumers are Attractiveness (G1), Product Information (G2), Taste (G3), Packaging (G4). Meanwhile, the alternative drinks that are currently used are Manja Cheese Tea (F1), Nam Nam Thai (F2), Ocha (F3), Es Gandeng (F4), and Es Gak Beres (F5). The results of the study indicate that the F1 alternative (Manja Cheese Tea) with Netflow = 0.08 is the first best alternative, and the F5 alternative (Es Gak Beres) with Netflow = 0.03 is the second-best alternative according to consumer interest. It is hoped that the results of the research can provide information and help consumers in determining current drinks and become information for those who want to find opportunities in the beverage business.