MODEL GROUP DECISSION SUPPORT SYSTEM DALAM PEMILIHAN MEDIA PROMOSI PENERIMAAN MAHASISWA BARU PERGURUAN TINGGI SWASTA
DOI:
https://doi.org/10.54314/jssr.v8i4.4246Abstract
Abstract: To maintain stability and increase student enrollment, various promotional efforts are undertaken, including billboards, school visits, social media, radio, and other channels. However, these promotions do not prioritize appropriate promotional media, resulting in significant costs and resource constraints. The purpose of this study is to evaluate the best promotional media that can assist management in determining efficient promotional media priorities through a decision support system model. The decision support system used is a Group Decision Support System (GDSS) approach with multiple respondents. The method used includes the Multi-Factor Evaluation Process (MFEP), Multi-Attribute Utility Theory (MAUT), and Multi-Objective Optimization by Ratio Analysis (MOORA). The BORDA method is used as the final solution for the single best promotional media. The results of the study using the Borda method ranked social media and billboards as the best alternatives, followed by broadcasts and brochures, with radio coming in last. Therefore, this decision support model can help private universities determine more effective and objective student admissions promotion strategies.
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Keywords: GDSS; Multi-Respondent; Multi Method; Borda; College Promotion
Abstrak: Untuk menjaga stabilitas dan meningkatkan jumlah mahasiswa, berbagai upaya promosi dilakukan, termasuk melalui baliho, kunjungan ke sekolah-sekolah, promosi di media sosial, radio, dan lainnya. Namun, promosi yang dilakukan belum mempertimbangkan prioritas media promosi yang tepat, sehingga berdampak pada biaya dan sumber daya yang besar. Tujuan penelitian ini adalah untuk mengevaluasi media promosi terbaik yang dapat membantu manajemen dalam menentukan prioritas media promosi yang efisien melalui model sistem pendukung keputusan. Metode yang digunakan yaitu Sistem pendukung keputusan yang akan digunakan adalah dengan pendekatan Grup Decission Support System (GDSS) dengan multi responden dan penggunaan metode antara lain Multi Factor Evaluation Process (MFEP), Multi-Attribute Utility Theory (MAUT) dan metode Multi-Objective Optimization by Ratio Analysis (MOORA) dan dengan menggunakan pendekatan metode BORDA sebagai solusi final tunggal media promosi terbaik. Hasil penelitian dengan metode Borda menempatkan media sosial dan baliho sebagai alternatif terbaik, diikuti broadcast dan brosur, sementara radio menempati posisi terakhir. Dengan demikian, model pendukung keputusan ini dapat membantu perguruan tinggi swasta menentukan strategi promosi penerimaan mahasiswa baru secara lebih efektif dan objektif.
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Kata kunci: GDSS; Multi Responden; Multi Metode; Borda; PromosiPerguruan TinggiDownloads
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