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Determination of Marketing Strategy Priority in the Tofu Processing Industry Using Analytical Hierarchy Process (AHP) Method (Case Study of Wakobalu Agung Village, Kabangka District, Muna Regency)

Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian · Vol. 2 No. 2 (2022) · pp. 145–154

DOI
10.33772/tekper.v2i2.20576
ISSN
2721-5709
Published
2022-06-07
Publisher
Jurusan Ilmu dan Teknologi Pangan, Fakultas Pertanian,
Language
eng

Abstract

This study aims to obtain the highest goals and weights from the marketing strategy in the tofu industry in Wakobalu Agung Village, Kabangka District, Muna Regency, using the AHP method to obtain stakeholders from the marketing strategy in the tofu industry in Wakobalu Agung Village, Kabangka District, Muna Regency using the AHP method, To get the alternative and the highest weight of the marketing strategy in the tofu industry using the AHP method. Data collection is done by interview method, questionnaire/questionnaire technique, and documentation. The results showed that the marketing strategy of the tofu processing industry increased the importance of each goal, namely increasing income with a weighted value of (0.394), increasing demand with a weighted value of (0.303), improving product quality with a weighted value of (0.187), and rising competitive price with a weighted value of (0.116). The level of importance of each stakeholder is the tofu industry with a weighted value of (0.435), Farmers with a weighted value of (0.204), the government with a weighted value of (0.173), academics with a weighted value of (0.094) and finance with a value of (0.093). The marketing strategy in the tofu industry for each stakeholder is the tofu industry with a weighted value of (0.435), farmers with a weighted value of (0.204), the government with a weighted value of (0.173), academics with a weighted value of (0.094) and finance with a value of (0.093). The alternative assessment resulted in the highest weighting successively product development strategy with a value of (0.579), market share increase strategy (0.234), improvement strategy, and utilization of existing resources (0.187).

Keywords

Collaboration network of the authors

40 authors · 91 co-authorship links · 7 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Universitas Syiah Kuala
  • National University of Malaysia
  • Universitas Sulawesi Tenggara
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Sakir SakirAffiliation unknown9
Yusna IndarsyihUniversitas Halu Oleo3
Asriani AsrianiUniversitas Halu Oleo3
Dhian HerdhiansyahAffiliation unknown3
LA KARIMUNAUniversitas Halu Oleo2
Ikram IkramAffiliation unknown2
Rosmawaty RosmawatyAffiliation unknown2
Sitti HAJJAH AwaliyahAffiliation unknown2
Weka Gusmiarty AbdullahUniversitas Halu Oleo2
SRI WAHYUNIAffiliation unknown2
Muhamad SafarAffiliation unknown2
Darno DarnoAffiliation unknown2
Febriani FebrianiAffiliation unknown2
Jannatin JannatinAffiliation unknown2
Ayu Putri WahyuningsihAffiliation unknown2
Lilia HalimNational University of Malaysia1
Lilia Ellany MohtarNational University of Malaysia1
S SoewarnoUniversitas Syiah Kuala1
Munirwan ZaniUniversitas Halu Oleo1
Lukman YunusAffiliation unknown1
La Ode Arfan DeduAffiliation unknown1
Haji SaedimanUniversitas Halu Oleo1
Farah AmiratAffiliation unknown1
Syahrun SyahrunUniversitas Sulawesi Tenggara1
La Ode Ali BasriAffiliation unknown1
Sufiana SufianaAffiliation unknown1
Tamrin TamrinUniversitas Halu Oleo1
I Gede MardiantaAffiliation unknown1
Lisa LisaUniversitas Halu Oleo1
Ade Sidratul HayatAffiliation unknown1
La Ode Muhammad Muslihun HusuniAffiliation unknown1
Sakinah Ambang Diandry LesmanaAffiliation unknown1
La Ode KasrunAffiliation unknown1
Muhammad TisaktiAffiliation unknown1
La RiandaAffiliation unknown1
Wa UlianaAffiliation unknown1
Yusna IndarsihAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ojs.uho.ac.id/index.php/JMIP/oai, first harvested 30 Okt 2026, last seen 1 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Determination of Marketing Strategy Priority in the Tofu Processing Industry Using Analytical Hierarchy Process (AHP) Method (Case Study of Wakobalu Agung Village, Kabangka District, Muna Regency)</dc:title>
	<dc:creator>La Ode, Ilham</dc:creator>
	<dc:creator>Sarinah, Sarinah</dc:creator>
	<dc:creator>Syukri, Muhammad</dc:creator>
	<dc:subject xml:lang="en-US">tofu industry, analysis of marketing strategy, analytical hierarchy process</dc:subject>
	<dc:description xml:lang="en-US">This study aims to obtain the highest goals and weights from the marketing strategy in the tofu industry in Wakobalu Agung Village, Kabangka District, Muna Regency, using the AHP method to obtain stakeholders from the marketing strategy in the tofu industry in Wakobalu Agung Village, Kabangka District, Muna Regency using the AHP method, To get the alternative and the highest weight of the marketing strategy in the tofu industry using the AHP method. Data collection is done by interview method, questionnaire/questionnaire technique, and documentation. The results showed that the marketing strategy of the tofu processing industry increased the importance of each goal, namely increasing income with a weighted value of (0.394), increasing demand with a weighted value of (0.303), improving product quality with a weighted value of (0.187), and rising competitive price with a weighted value of (0.116). The level of importance of each stakeholder is the tofu industry with a weighted value of (0.435), Farmers with a weighted value of (0.204), the government with a weighted value of (0.173), academics with a weighted value of (0.094) and finance with a value of (0.093). The marketing strategy in the tofu industry for each stakeholder is the tofu industry with a weighted value of (0.435), farmers with a weighted value of (0.204), the government with a weighted value of (0.173), academics with a weighted value of (0.094) and finance with a value of (0.093). The alternative assessment resulted in the highest weighting successively product development strategy with a value of (0.579), market share increase strategy (0.234), improvement strategy, and utilization of existing resources (0.187).</dc:description>
	<dc:publisher xml:lang="en-US">Jurusan Ilmu dan Teknologi Pangan, Fakultas Pertanian,</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2022-06-07</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
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	<dc:identifier>https://ojs.uho.ac.id/index.php/JMIP/article/view/20576</dc:identifier>
	<dc:identifier>10.33772/tekper.v2i2.20576</dc:identifier>
	<dc:source xml:lang="en-US">Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian; Vol 2, No 2 (2021): Agustus - Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian; 145 - 154</dc:source>
	<dc:source>2721-5709</dc:source>
	<dc:source>10.33772/tekper.v2i2</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ojs.uho.ac.id/index.php/JMIP/article/view/20576/pdf</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2022 Tekper : Jurnal Teknologi dan Manajemen Industri Pertanian</dc:rights>
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