Title: BEST ADVERTISING POINT DETERMINATION MODEL BASED ON KNOWLEDGE

Authors: RICKY LUTFIANANDA SYAMNIAR

Item Type : Thesis (Thesis)

Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

In determining advertising points, companies need to explore the concept of Knowledge Management (KKM) to be applied in determining advertising installation points. PT Teamwork Kreasi Indonesia can apply the Knowledge Management concept which is considered capable as a reference for formulating the determination of advertising installation points. The objective to be achieved in this study is to determine the best location for cigarette product advertisements based on the criteria of road congestion, near crowds, viewing duration, and low cost. This type of research uses a descriptive approach. The data collection procedure used in this study uses interview and observation methods. The data analysis technique used in this study uses cluster analysis and the AHP method. The results of the study indicate that the main priority in criterion I road congestion is in the Rungkut, SIER, Wadung Asri, Waru areas. In criterion II near crowds is in the Rungkut, SIER, Wadung Asri, Waru areas. In criterion III viewing duration is in the Darmo, Urip Sumoharjo, Panglima Sudirman areas. In criterion IV low cost is in the Bubutan, Perak, Indrapura areas. Overall, the formulation of goal sensitivity based on criteria indicates that the highest priority in selecting advertising locations is near busy areas. Meanwhile, based on area, the top priorities are the Rungkut, SIER, Wadung Asri, and Waru areas

Keywords: Selection Criteria for Point Advertising, AHP

Sources: http://repository.unair.ac.id/37228/