Selection of Thematic Product Promotion Programs to Support Sales Growth

Abstract

Digital transformation has encouraged public utility companies to adopt measurable promotional strategies to improve sales performance and customer engagement. However, increased promotional expenditure at PT PLN (Persero) UP3 Teluknaga had not consistently generated proportional margin growth, indicating the need for a systematic approach to program prioritization. This study aimed to determine the priority of thematic product promotion programs by considering interdependent managerial criteria. A multi-criteria decision-making approach integrating the Analytic Network Process (ANP) and the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) was employed. Primary data were collected through focus group discussions, interviews, and expert-judgment questionnaires involving ten experts with at least five years of relevant experience. Secondary data were obtained from company documents, promotional reports, and relevant literature. The ANP results identified sales impact and thematic products as the highest-priority criterion, followed by PLN Mobile adoption, risk and compliance, target accuracy, operational feasibility, and promotional cost efficiency. TOPSIS ranked digital promotion first, with a preference value of 0.8547, followed by field activation (0.7888), community partnerships (0.6365), outdoor media (0.4995), omnichannel customer relationship management (CRM) (0.3451), and radio promotion (0.0526). Sensitivity analysis confirmed that the rankings remained stable despite variations in criterion weights. These findings indicated that digital promotion should be prioritized to strengthen sales performance, accelerate PLN Mobile adoption, and support more transparent and data-driven promotional decision-making.