Penerapan Metode Elimination Et Choix Traduisant la Realite (ELECTRE) dalam Proses Segmenting, Targeting, dan Positioning Layanan Akomodasi

 (*)Yerik Afrianto Singgalen Mail (Universitas Katolik Indonesia Atma Jaya, Jakarta, Indonesia)

(*) Corresponding Author

Submitted: August 17, 2023; Published: October 28, 2023

Abstract

One of the challenges in marketing marketing strategy is determining the appropriate segments and target markets and increasing competitiveness through solid positioning. To determine the STP (Segmenting, Targeting, Positioning) marketing strategy in the accommodation service business, it is necessary to support decision-support models relevant to resource availability and the market environment. This study applies the Elimination et Choix Traduisant la Realite (ELECTRE) method in segmenting, targeting, and positioning hotel, homestay, and resort accommodation services. The stages in the ELECTRE method are as follows:  the stage of determining criteria and alternatives; the stage of normalization of the decision matrix; the weighting stage of the normalization matrix; the stage of determining the set of concordance and discordance on the index; the calculation stage of the concordance and discordance matrices; the calculation stage of the dominant matrix of concordance and discordance; Determination stage aggregate dominance matrix; the stage of elimination of less favorable alternatives. Based on the results of this study, it is known that the ELECTRE method can provide a systematic decision-making structure and framework, especially in segmenting, targeting, and positioning, to optimize results by business goals. Based on the results of implementing the ELECTRE method, it can be seen that A1 has an E value of 63.52, so it occupies the first position. In addition, A2 has an E value of 53.74, so it occupies the second position. Also, A3 has an E value of 49.74, occupying the third position. Based on the application of the ELECTRE method, hotels (A1), homestays (A2),  and resorts  (A3) need to optimize the 9P marketing mix (product, price, place, promotion, people, process, physical evidence, performance, partnership) in the process of Segmenting, Targeting, and Positioning for the sustainability of the accommodation service business. However, there is a challenge in this method, which is the integration of subjective preferences of capital owners in the decision-making process using ELECTRE, which can lead to distortion of results due to subjectivity and individual interests.

Keywords


Marketing Strategy; Accommodation Services; Segmenting; Targeting; Positioning; ELECTRE

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