Model Penilaian dan Pemilihan Trade Show Bagi Industri Kreatif di Sektor Mode

Afrin Fauzya Rizana, Rayinda P. Soesanto, Amelia Kurniawati

DOI: https://doi.org/10.23917/jiti.v16i1.3872

Abstract

The article identifies the criteria for choosing a trade show and develops a basic model of exhibition selection for creative industry players before deciding to participate in a trade show. It is necessary to ensure that expenses in terms of business, money, and time, will be worth the results. Based on literature review and interviews, six criteria were used, namely location, booth position, organizational reputation, cost estimation, prestige, and reputation of other participants. After selection criteria are identified, then calculations are performed to measure the criteria weight by using the AHP approach. Based on weight calculations, it was found that booth positions had the highest importance weight, followed by trade show location, organizers reputation, cost estimation, prestige and reputation of other participants. The weight value is then used to calculate the trade show's prediction value. The predicted value generated from the model is then compared to the value of the past data. The model has an accuracy rate of 89% and does not have a significant difference between the value generated by the model and the value of the past data.

Keywords

creative industry; trade show selection; trade show rating; AHP.

References

Alberca-Oliver, P.; Rodriguez-Oromendia, A.; Parte-Esteban, L. (2015). “Measuring the efficiency of trade shows: A Spanish case study”. Tourism Management, Vol. 47, pp.: 127 – 137.

Gopalakrishna, S.; Lilien, G.L.; Williams, J.D.; Sequeira, I.K. (1995). “Do trade shows pay off?” Journal of Marketing, Vol. 59, pp.: 75-83.

Hansen, K. (2004). “Measuring performance at trade shows scale development and validation”. Journal of Business Research , Vol. 57 (1), pp.: 1 – 13.

Harrel, C.; Ghosh, B.K.; Bowden, J.R. (2004). Simulation Using Promodel. New York: Mc Graw Hill.

Herbig, P.; O'hara, B.; Palumbo, F.A. (1998). “Trade Show: Who, What, Why”. Marketing Intelligence & Planning, Vol. 16 (7), pp.: 425 – 435.

Herbig, P.; O'hara, B.; Palumbo, F. (1994). “Measuring trade show effectiveness: An effective exercise”. Industrial Marketing Management, Vol. 323 (2), pp.: 165 – 170.

Hsu, P.F.; Chang, C.W.; Han, H.T. (2010). “Optimal expert selection of location for Taiwanese correctional facilities”. Journal of Information and Optimization Science, Vol. 31 (3), pp.: 515 – 531.

Hsu, P.-F., Chiang, H.-Y., & Wang, C.-M. (2011). “Optimal selection of international exhibition agency by using the delohi method and AHP”. Journal of Information and Optimization Science, Vol. 32 (6), pp.: 1353 – 1369.

Kerin, R.; Cron, W. (1987). “Assessing trade show functions and performance: an exploratory study”. Journal of Marketing, Vol. 51, pp.: 87 – 94.

Kijewski, V.; Yoon, E.; Young, G. (1993). “How exhibitors select trade show?” Industrial Marketing Management, Vol. 22 (4), pp.: 287 – 298.

Putri, A.P.; Utama, M.S.; Rachmania, R.N.; Soesanto, R.P. (2014). Perancangan sistem pendukung keputusan dan sistem informasi geografis pemberian bantuan korban banjir di Kabupaten Bandung Selatan. Prosiding Seminar Nasional IENACO 2014, Universitas Muhammadiyah Surakarta.

Shipley, D.; Egan, C.; Wong, K.S. (1993). “Dimension of trade show exhibition management”. Journal of Marketing Management, Vol. 9 (1), pp.: 55 – 63.

Tanner Jr, J.F. (2002). “Leveling the playing field: factors inf luencing trade show success for small companies”. Industrial Marketing Management, Vol. 30, pp.: 229 – 239.

Article Level Metrics

Refbacks

  • There are currently no refbacks.