Analisis Strategi Promosi Menggunakan Metode SAW pada Maxim Yoga dan Fitness

Analysis of Promotion Strategy Using the SAW Method at Maxim Yoga and Fitness

Abstract

The rapid growth of the fitness industry and increasing competition among fitness centers require businesses to implement effective and data-driven promotional strategies. Digital advertising platforms provide opportunities to reach wider audiences; however, determining the most optimal campaign remains a challenge due to the presence of multiple performance indicators. This study aims to analyze and determine the most effective promotional campaign for MAXIM Yoga & Fitness by applying the Simple Additive Weighting (SAW) method within a Decision Support System framework. A quantitative descriptive-analytical approach was employed using secondary data obtained from advertising campaign performance reports exported from Meta Ads Manager. Six campaign alternatives (A1–A6) were evaluated based on three criteria: reach, post engagements, and cost per click (CPC). The criteria weights were set at 0.50, 0.30, and 0.20 respectively. The SAW method was applied through normalization, weighting, and preference value calculation to rank campaign performance. The results indicate that campaign A3 achieved the highest preference score (0.9345), demonstrating superior performance across the evaluated criteria and therefore being recommended as the most optimal promotional strategy. Furthermore, audience segmentation analysis shows that individuals aged 25–34 and 35–44 contribute the highest reach, indicating that targeted advertising within the 25–44 age group may enhance campaign effectiveness.