Determining a Digital Marketing Strategy Using a Combination of Analytical Network Process (ANP) and Profile Matching
Keywords:
Digital Marketing Strategy, ANP, Profile Matching, MSMEs
Abstract
Background: Many MSMEs in the city of Matram are experiencing diculties in determining the digital marketing strategy to use. This is due to the many digital marketing strategies that can be used and the many factors that serve as criteria for selection.
Objective: Develop a decision support system using a combination of ANP and profile-matching methods to assist MSMEs in determining the digital marketing strategy to be used.
Methods: The method used in this research is a combination of ANP and Profile Matching Methods.
Result: The combination of methods (ANP) and Profile Matching in determining digital marketing strategies has an accuracy of 83.33%.
Conclusion: The combination of ANP and Profile Matching methods in determining digital marketing strategies has successfully recommended the best digital marketing strategy.
References
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[2] Statista, “Number of users of e-commerce in Indonesia from 2019 to 2028 (in millions),” Statista Research Department. Accessed: Mar. 03, 2024. [Online]. Available: https://www.statista.com/forecasts/251635/e-commerce-users-in-indonesia
[3] B. D. L. Andiana, L. Hurriati, and F. Fathurrahman, “Adoption of Digital Marketing in Strengthening Micro, Small and Medium Enterprises in Mataram City during The Covid 19 Pandemic,” Proc. 2nd Annu. Conf. Educ. Soc. Sci. (ACCESS 2020), vol. 556, no. Access 2020, pp. 554–557, 2021, doi: 10.2991/assehr.k.210525.148.
[4] NTBSATUDATA, “Jumlah UMKM Berdasarkan Jenisnya Menurut Kabupaten Kota Tahun 2020,” data.ntbprov.go.id. Accessed: Mar. 03, 2024. [Online]. Available: https://data.ntbprov.go.id/dataset/umkm-berdasarkan-jenisnya/resource/1a0a8307-7362-4d3f-a130-fb425eb59047#%7Bview-grid:%7BcolumnsWidth:[%7Bcolumn:!Kabupaten/Kota,width:204%7D]%7D%7D
[5] M. R. Pramadyanto and Irwansyah, “Pemanfaatan Digital Marketing Dalam Membangun Brand Awareness Brand Fashion Streetwear Urbain Inc.,” J. InterAct, vol. 11, no. 2, pp. 121–134, 2023, doi: 10.25170/interact.v11i2.3312.
[6] T. Rohmawati, E. Selvia, E. Monica, R. Welizaro, and H. Saputra, “Teknologi pemasaran digital untuk branding,” J. Inf. Syst. Applied, Manag. Account. Res., vol. 5, no. 3, 2021, doi: 10.52362/jisamar.v5i3.479.
[7] J. R. Saura, D. Palacios-Marqués, and D. Ribeiro-Soriano, “Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research,” J. Small Bus. Manag., vol. 61, no. 3, pp. 1278–1313, May 2023, doi: 10.1080/00472778.2021.1955127.
[8] E. Pawan, N. S. Irjanto, R. Nurul Aprilianti, P. Studi Teknik Informatika, S. Sepuluh Nopember Jayapura, and P. Studi Sistem Informasi, “Implementasi Metode Simple Additive Weighting pada Sistem Pendukung Keputusan Pemilihan Bibit Cabai Rawit Unggul,” J. Bumigora Inf. Technol., vol. 4, no. 2, pp. 167–178, 2022.
[9] I. D. Rahmawati and M. Nasih, “Strategi Peningkatan Target Wajib Pajak Bagi UMKM Dengan Metode Analytic Network Process (ANP),” JBMP J. Bisnis, Manaj. dan Perbank., vol. 6, no. 1, pp. 59–80, 2020, doi: 10.1002/9781118644898.ch3.
[10] M. Alkaff, N. F. Mustamin, and R. Karimi, “Rekomendasi Objek Wisata di Kabupaten Hulu Sungai Utara Menggunakan Metode Profile Matching,” Inspir. J. Teknol. Inf. dan Komun., vol. 10, no. 2, pp. 184–199, 2020, doi: 10.35585/inspir.v10i2.2565.
[11] M. H. Syafrudin and N. Nurhasanah, “Perancangan Strategi Penjualan Menggunakan Dinamika Sistem Pada CV. Gajah Mungkur,” J. Al-AZHAR Indones. SERI SAINS DAN Teknol., vol. 5, no. 4, 2020, doi: 10.36722/sst.v5i4.449.
[12] S. Kheybari, F. M. Rezaie, and H. Farazmand, “Analytic network process: An overview of applications,” Appl. Math. Comput., vol. 367, no. 124780, pp. 1–35, 2020.
[13] Setiawansyah, A. Thyo Priandika, B. Ulum, A. Dwi Putra, and D. Ayu Megawaty, “UMKM Class Determination Support System Using Profile Matching,” Bull. Informatics Data Sci., vol. 1, no. 2, pp. 46–54, 2022.
[14] P. Arsiwi and P. W. Adi, “Strategi Peningkatan Keunggulan Kompetitif UKM Mina Indo Sejahtera Dengan Metode Interpretive Structural Modelling dan Analytic Network Process,” J. Tek. Ind., vol. 10, no. 3, pp. 218–226, 2020, doi: 10.25105/jti.v10i3.8407.
[15] H. F. Mavilinda, A. Nazaruddin, I. Daud, and M. I. Siregar, “Peningkatan Daya Saing UMKM di Era New Normal Melalui Strategi Pembuatan Konten Promosi Digital,” J. Abdimas Musi Charitas, vol. 5, no. 2, pp. 62–70, 2022, doi: 10.32524/jamc.v5i2.299.
[16] I. R. Yansyah, Q. E. Muftikhali, and N. D. Angresti, “Perancangan Sistem Pengambilan Keputusan (SPK) Menggunakan Metode Profile Matching Untuk Penilaian Pegawai Pada ITTelkom Jakarta,” J. Informatics Commun. Technol., vol. 4, no. 2, 2023, doi: 10.52661/j_ict.v4i2.136.
[17] R. D. Kurniawati and I. Ahmad, “Sistem Pendukung Keputusan Penentuan Kelayakan Usaha Mikro Kecil Menengah Dengan Menggunakan Metode Profile Matching Pada Uptd Plut Kumkm Provinsi Lampung,” J. Teknol. dan Sist. Inf., vol. 2, no. 1, pp. 74–79, 2021.
[18] A. Tohidi, M. Ghorbani, A. R. Karbasi, A. Asgharpourmasouleh, and B. Hassani-Mahmoo, “Prioritization of business strategies and marketing resources using the analytic network process (Anp) approach,” J. Agric. Sci. Technol., vol. 22, no. 3, 2020.
[19] M. Azizi and H. Mansouri, “Analysis Of Marketing Strategic Planning In The Home Furniture Industry By Applying Anp: A Case Study Of The Iranian Home Furniture Industry,” Int. J. Anal. Hierarchy Process, vol. 13, no. 1, 2021, doi: 10.13033/ijahp.v13i1.813.
[20] G. Ozkaya and C. Erdin, “Evaluation of smart and sustainable cities through a hybrid MCDM approach based on ANP and TOPSIS technique,” Heliyon, vol. 6, no. 10, 2020, doi: 10.1016/j.heliyon.2020.e05052.
[21] C. H. Chen, “A hybrid multi-criteria decision-making approach based on anp-entropy topsis for building materials supplier selection,” Entropy, vol. 23, no. 12, 2021, doi: 10.3390/e23121597.
[22] D. Damiri and T. Prihatin, “Application of Profile Matching in Selection of the Best Marketing at PT. Dinara Semesta Propertindo,” Informatics Softw. Eng., vol. 1, no. 1, 2023, doi: 10.58777/ise.v1i1.46.
[23] S. Sawitri, N. A. Hasibuan, and D. P. Utomo, “Penerapan Metode Profile Matching Dalam Sistem Pendukung Keputusan Pemilihan Teknisi Terbaik,” Build. Informatics, Technol. Sci., vol. 4, no. 2, 2022, doi: 10.47065/bits.v4i2.2075.
[24] I. Pratistha and R. Wardoyo, “DSS for Selection of Coffee Plants against a Land Using ANP and Modification Of Profile Matching,” IJCCS (Indonesian J. Comput. Cybern. Syst., vol. 13, no. 3, pp. 241–250, 2019, doi: 10.22146/ijccs.46490.
[25] V. C. Hardita, S. Jayanti, and Normalia, “Penerapan Teknologi LBS pada Pemetaan Potensi Wisata dengan Kombinasi Metode AHP dan Profile Matching Kota Palangka Raya,” J. Bumigora Inf. Technol. (BITe)2, vol. 5, no. 2, pp. 117–126, 2023, doi: 10.30812/bite.v%vi%i.3518.
[26] H. Prayitno and D. Diana, “Group Decision Support System Untuk Menentukan Kenaikan Jabatan Menerapkan Metode Gap Profile Matching,” J. Ilm. Matrik, vol. 23, no. 3, 2022, doi: 10.33557/jurnalmatrik.v23i3.1593.
[27] V. C. Hardita, S. Jayanti, and Normalia, “Teknologi Location Based Service pada Pemetaan Potensi Wisata dengan Kombinasi Metode AHP dan Profile Matching,” J. Bumigora Inf. Technol., vol. 5, no. 2, pp. 117–126, 2023, doi: 10.30812/bite/v5i1.3329.
[28] Y. Liu and S. Yang, “Application of Decision Tree-Based Classification Algorithm on Content Marketing,” J. Math., vol. 2022, 2022, doi: 10.1155/2022/6469054.
[29] S. Setiawansyah, A. T. Priandika, B. Ulum, A. D. Putra, and D. A. Megawaty, “UMKM Class Determination Support System Using Profile Matching,” Bull. Informatics Data Sci., vol. 1, no. 2, pp. 46–54, 2022, doi: 10.61944/bids.v1i2.37.
Published
2024-06-30
How to Cite
Dakwah, M., Roodhi, M., Suprayetno, D., Kusmayadi, I., Abdurrahman, A., & Hammad, R. (2024). Determining a Digital Marketing Strategy Using a Combination of Analytical Network Process (ANP) and Profile Matching. Jurnal Bumigora Information Technology (BITe), 6(1), 47-58. https://doi.org/https://doi.org/10.30812/bite.v6i1.4125
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