Perancangan Perbaikan Program Komunikasi Pemasaran pada Zflora Gardening Menggunakan Metode Benchmarking dengan Tool Analytical Hierarchy Process (AHP)

Abstract

Zflora Gardening is a business actor that is developing and competing in the field of ornamental plants, having been established since 1995. There are obstacles in running the business with the sales target that was set in 2019 being unable to be achieved. It is known from the small number of Instagram account followers compared to other competitors. Another factor is the low level of brand awareness obtained when obtaining results based on a preliminary survey. Zflora Gardening has not been able to optimize the implementation of its marketing communications. This research produces an integrated system design related to improving the marketing communications program at Zflora Gardening using the benchmarking method with the Analytical Hierarchy Process (AHP) tool. This research resulted in an improvement plan for 14 marketing communications criteria tailored to Zflora Gardening's capabilities.