Improvement Dashboard Marketing Berdasarkan Analisis Pesaing, Marketing Mix, dan Market Potential Menggunakan Fuzzy Analytical Hierarchy Process
DOI:
https://doi.org/10.58344/locus.v5i7.5895Keywords:
Dashboard Analytics, Analisis Pesaing, Marketing Mix, Fuzzy AHP, Market PotentialAbstract
Persaingan antar perguruan tinggi di Indonesia semakin meningkat sehingga diperlukan strategi pemasaran berbasis data untuk mendukung pengambilan keputusan yang lebih efektif. Direktorat Pemasaran dan Admisi (PADMI) Universitas X telah memiliki dashboard analisis pesaing, namun masih memiliki keterbatasan pada aspek indikator analisis, pembobotan kriteria, fokus analisis pemasaran, serta belum dilakukan evaluasi usability secara terukur. Penelitian ini bertujuan melakukan improvement dashboard analisis pesaing dengan mengintegrasikan pendekatan marketing mix (8P), market potential, dan metode Fuzzy Analytical Hierarchy Process (FAHP). Pendekatan kuantitatif digunakan dengan metode pengembangan dashboard analytics. Tahapan penelitian meliputi: (1) pemilihan 100 kompetitor universitas, (2) identifikasi komponen marketing mix perguruan tinggi melalui kajian literatur, (3) penyusunan rubrik penilaian menggunakan FAHP dengan tiga responden ahli, (4) analisis market potential, (5) perancangan dashboard menggunakan Google Looker Studio, dan (6) pengujian usability menggunakan System Usability Scale (SUS). Hasil pembobotan FAHP menunjukkan bahwa Biaya Pendidikan (C4) merupakan kriteria dengan bobot tertinggi sebesar 15,37%, diikuti Lokasi Perguruan Tinggi (C7) sebesar 13,59%, dan Jumlah Dosen S3 (C9) sebesar 12,22%. Bobot FAHP tersebut kemudian digunakan sebagai dasar rubrik penilaian untuk menentukan skor dan peringkat kompetitor dalam dashboard. Pengujian usability menggunakan SUS terhadap 9 responden menghasilkan skor rata-rata 77,22 yang termasuk kategori Good dan Acceptable. Penelitian ini berkontribusi pada pengembangan dashboard marketing intelligence perguruan tinggi melalui integrasi marketing mix, market potential, FAHP, dan evaluasi usability berbasis SUS.
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