DECISION STRATEGY TO INCREASE THE MARKET SIZE OF EPLC (ENGLISH PROFICIENCY LANGUAGE CENTER) FINAL PROJECT In partial fulfilment of the requirements for the master’s degree from Institut Teknologi Bandung By MAULANA MALIK IBRAHIM Student ID: 29123096 (Master of Business Administration Program) INSTITUT TEKNOLOGI BANDUNG December 2024 Koleksi digital milik UPT Perpustakaan ITB untuk keperluan pendidikan dan penelitian 1 ABSTRACT DECISION STRATEGY TO INCREASE THE MARKET SIZE OF EPLC (ENGLISH PROFICIENCY LANGUAGE CENTER) By Maulana Malik Ibrahim Student ID: 29123096 (Master of Business Administration Program) This study aims to identify the most effective marketing strategies for EPLC (English Proficiency Language Center) to achieve its enrollment target of 1,000 students. Using the Analytical Hierarchy Process (AHP), a comprehensive analysis was conducted based on historical data, stakeholder feedback, and pairwise comparisons of various marketing strategies. The results indicated that Social Media Campaigns ranked the highest, followed by the Student Ambassador Program, which proved to be cost-effective and capable of leveraging peer networks. In contrast, Alumnus Referral Programs and Regular Referral Programs were less effective in terms of scalability and impact. The study concludes that a combination of Social Media Campaigns and the Student Ambassador Program would be the most optimal strategy for EPLC (English Proficiency Language Center), maximizing outreach and engagement while maintaining cost efficiency. Long-term monitoring and adjustments based on real-time data are advised to refine the strategies further. Keywords: Analytic Hierarchical Process, Decision Strategy, Marketing Strategy. Analytical Hierarchy Process (AHP), Social Media Campaigns, Student Ambassador Program, Alumnus Referral Program, Marketing Strategies, Enrollment Target, Cost Efficiency, Digital Marketing, Stakeholder Feedback. Koleksi digital milik UPT Perpustakaan ITB untuk keperluan pendidikan dan penelitian 2 ABSTRAK Decision Strategi untuk menambah market size dari EPLC (English Proficiency Language Center) Oleh Maulana Malik Ibrahim Student ID: 29123096 (Program Studi Magister Administrasi Bisnis) Penelitian ini bertujuan untuk mengidentifikasi strategi pemasaran yang paling efektif untuk EPLC (English Proficiency Langauge Center) dalam mencapai target pendaftaran sebanyak 1.000 mahasiswa. Menggunakan Analytical Hierarchy Process (AHP), dilakukan analisis komprehensif berdasarkan data historis, umpan balik pemangku kepentingan, dan perbandingan berpasangan dari berbagai strategi pemasaran. Hasilnya menunjukkan bahwa Kampanye Media Sosial menduduki peringkat tertinggi, diikuti oleh Program Duta Mahasiswa, yang terbukti efektif dari segi biaya dan mampu memanfaatkan jaringan teman sebaya. Sebaliknya, Program Rujukan Alumni dan Program Rujukan Reguler kurang efektif dalam hal skalabilitas dan dampaknya. Penelitian ini menyimpulkan bahwa kombinasi Kampanye Media Sosial dan Program Duta Mahasiswa akan menjadi strategi yang paling optimal untuk EPLC (English Proficiency Language Center) memaksimalkan jangkauan dan keterlibatan sekaligus menjaga efisiensi biaya. Pemantauan jangka panjang dan penyesuaian berdasarkan data real-time disarankan untuk memperbaiki strategi lebih lanjut. Kata Kunci: Analytical Hierarchy Process (AHP), Kampanye Media Sosial, Program Duta Mahasiswa, Program Rujukan Alumni, Strategi Pemasaran, Target Pendaftaran, Efisiensi Biaya, Pemasaran Digital, Umpan Balik Pemangku Kepentingan. Koleksi digital milik UPT Perpustakaan ITB untuk keperluan pendidikan dan penelitian 3 DECISION STRATEGY TO INCREASE THE MARKET SIZE OF EPLC (ENGLISH PROFICIENCY LANGUAGE CENTER) By MAULANA MALIK IBRAHIM Student ID: 29123096 (Master of Business Administration Program) Institut Teknologi Bandung Approved 17 th December 2024 Supervisor Manahan Siallagan, S.Si, MT, M.Sc, Dr. Eng Koleksi digital milik UPT Perpustakaan ITB untuk keperluan pendidikan dan penelitian 4 ACKNOWLEDGEMENTS This page would be dedicated to those that had helped Author to fulfill the requirement to finish the study in Master’s of Business Administration. First and foremost, Author is deeply grateful and thankful to Author’s thesis advisor, Mr. Manahan Siallagan, S. Si, MT, M.Sc., Dr.