Peer Review : Bread Business Development Strategy in Increasing Sales at Al Mumtaz Bread (Rotaz)

Sweet bread producers can be found easily to fulfill the wishes of consumers who
want sweet bread to be present in their daily life. The large number of sweet bread
producers makes business competition increasingly fierce, so that the selection of
the right strategy is needed to increase sales. This study aims to identify and
describe the business strategy that must be carried out by the Rotaz business so that
the business can develop and increase sales. The research was conducted at the
Rotaz business owned by the Islamic Boarding School (BUMPES), Al Mumtaz
Islamic Boarding School. The data sources were primary data and secondary data.
Respondents to the questionnaire are management who are relatively understanding
and interested in choosing Rotaz's marketing strategy and consumers who choose
it by purposive sampling. The data analysis technique is the Analytical Hierarchy
Process (AHP). The AHP stage is carried out by the steps of compiling a hierarchy
and determining the priority of criteria with the stages of synthesizing, measuring
consistency, calculating consistency index (CI), and calculating consistency ratio
(CR). Based on the research results, it is known that from four criteria and three
alternatives that have been determined, the best recommendation for Rotaz business
development is to increase concentration on consumer behavior, followed by
marketing and the lowest is advertising.