TY - JOUR AU - Indra Cahyadi, AU - Ika Deefi Anna, PY - 2019/01/20 Y2 - 2024/03/29 TI - A Multi-Criteria Model for Marketing Strategy Selection for Batik Fashion Creative Industry in Indonesia JF - International Journal of Advances in Scientific Research and Engineering (IJASRE), ISSN:2454-8006, DOI: 10.31695/IJASRE JA - IJASRE VL - 5 IS - 1 SE - Articles DO - 10.31695/IJASRE.2019.33071 UR - https://ijasre.net/index.php/ijasre/article/view/96 SP - 74-84 AB - <p>Selecting the best marketing strategy is one of the multiple criteria decision-making problems which involves many criteria or attribute in sequences of the strategy formulation process. The objective of this paper is to develop a marketing strategy selection<br>model for the Batik fashion industry in Indonesia. Recently, Batik entrepreneurs as one of the fashion creative industry players in<br>Indonesia have realized that selecting the right strategy to market their products will assist them to survive in response to fierce<br>business competition. It is expected that the right marketing strategy will improve the profitability, operational efficiency and the<br>existing business process of the parties involved in the fashion creative industry's supply chain management. In this paper, marketing strategy selection is guided by integration and decision effort in connecting a comprehensive set of marketing criteria. A comprehensive model linking customer networking, innovation capabilities, managerial competency, human capital, and company reputation was developed to describe the strategy selection criteria in selecting marketing strategy alternatives. Then, multi-criteria decision-making methods were combined with goal programming equations to rank the priority of marketing strategy based on the Batik industry's resources limitation. The paper employs the multi-criteria decision-making process to<br>match fashion creative products' characteristics with the Batik industry characteristics and to determine the available marketing<br>strategy alternatives. Goal programming method was used to obtain the optimal marketing strategy from the selected Batik<br>industry. Bringing together multi-criteria decision making and goal programming methods under one research, this study shows<br>that Batik entrepreneurs in Indonesia should focus their marketing efforts through segmentation and product innovation in order<br>to gain a competitive advantage over their competitors.</p> ER -