Strategy Business Based on Analytical Hierarchy Process and Tows Matrix: Case from Customer Preference in Wedding Photography

DOI

10.2991/aebmr.k.200410.019How to use a DOI?

Keywords

process of hierarchy analysis, consumer preference, business strategy, Expert Choice, wedding photography, Natura Project

Abstract

The Indonesian wedding industry is currently a very big business. Every year, more than two million people get married in Indonesia. The average invitation for each wedding party is around 500 people. While the funds needed are around Rp 300 million, almost five times the average annual opinion of Indonesians. From the research data above, it can be concluded that the market for wedding industry, both photography, wedding organizer and so on is a big and promising industry. There is a large market, especially in Indonesia. The aims of the research are to know how to preference of customer in choosing wedding photography to get those market. Method of this research using AHP analysis and TOWS matrix analysis to get the correlate strategy business from the respondent also from the internal and external factor of company capabilities. Although there is an AHP application for selecting wedding photography criteria, use Expert Choice software. We report our findings and our insights, together with the results of sensitivity analysis. To carry out the AHP approach, this research needs to determine what criteria and alternatives will be included. From previous research, consumer perceptions of wedding photography and certain aspects that they think are very necessary in marriage photography. Conclusion from this research, are people tent to sensitive in price and package that been offer from the vendor, that is the most important factor on them in choosing wedding photography. After evaluating AHP results about what aspects are important in wedding photography, the results are utilized as a business strategy of Natura Project in determining future steps and becoming an evaluation of the company itself.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Arman Hakim Nasution
AU  - Muhammad Ilham Naufal
PY  - 2020
DA  - 2020/04/13
TI  - Strategy Business Based on Analytical Hierarchy Process and Tows Matrix: Case from Customer Preference in Wedding Photography
BT  - Proceedings of the 3rd Asia Pacific International Conference of Management and Business Science (AICMBS 2019)
PB  - Atlantis Press
SP  - 122
EP  - 129
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200410.019
DO  - 10.2991/aebmr.k.200410.019
ID  - Nasution2020
ER  -