Penerapan Kombinasi Metode Pembobotan ROC dan SAW dalam Rekomendasi Media Marketing Bagi UMKM
Keywords:
Marketing; Media; Reccomendations; ROC; SAWAbstract
Problems in choosing marketing media for MSMEs are often related to limited resources and knowledge. One of the main challenges is in choosing the right media platform according to the characteristics of their target market. Due to the large selection of social media and other digital channels, MSMEs often struggle to determine where they should focus or allocate their marketing budgets effectively. The application of a combination of ROC and SAW weighting methods in media marketing recommendations for MSMEs can provide more accurate and relevant results in the selection of promotional media. With this approach, MSMEs can more easily identify the most effective marketing media based on various factors such as cost, audience reach, and promotion effectiveness. The implementation of this combination of methods helps MSMEs in optimizing their marketing budgets, increasing the visibility of products or services, and ultimately, encouraging faster and more sustainable business growth Media marketing is essential for MSMEs to increase the visibility and sales of their products. Through the right combination of media marketing strategies, MSMEs can build strong brands, increase customer loyalty, and ultimately achieve sustainable business growth. The results of MSME media marketing recommendations using a decision support system approach using the ROC and SAW weighting methods show that the first rank with a final score of 0.7919 was obtained by Email Marketing, the second rank with a final score of 0.7314 was obtained by Tiktok Ads, and the third rank with a final score of 0.6908 was obtained by Facebook Ads.
Downloads
References
A. D. Astuti, Khairunnisa Fadhilla Ramdhania, and Dani Yusuf, “Penerapan Metode SAW untuk Pemilihan Siswa Terbaik pada SMPN 266 Jakarta Berbasis Web ,” J. Inform. Inf. Secur., vol. 4, no. 1 SE-Artikel, pp. 49–64, Jul. 2023, doi: 10.31599/jiforty.v4i1.1299.
N. J. Setiawan and T. Maharani, “Optimasi Pemilihan Ketua Palang Merah Remaja (PMR) dengan Metode Simple Additive Weighting (SAW) di SMK Muhammadiyah Kajen,” J. Electr. Electron. Mech. Inform. Soc. Appl. Sci., vol. 2, no. 2, pp. 8–13, 2023.
Dwi Harini, “Rekomendasi Menentukan Lokasi Cabang Baru,” Nusant. Eng., vol. 6, no. 2, pp. 103–108, Oct. 2023, doi: 10.29407/noe.v6i2.21300.
T. Rohayati, H. Maulana, and D. R. J. Sari, “Perancangan Sistem Pendukung Keputusan Pemilihan Guru Berprestasi Dengan Metode Simple Additive Weighting (Saw)(Studi Kasus: Sma Informatika Ciamis),” in Seminar Teknologi Majalengka (STIMA), 2023, vol. 7, pp. 41–46.
A. F. Pasaribu, A. Surahman, A. T. Priandika, S. Sintaro, and Y. T. Utami, “Sistem Pendukung Keputusan Seleksi Penerimaan Guru Menggunakan SAW,” J. Artif. Intell. Technol. Inf., vol. 1, no. 1, pp. 13–19, Feb. 2023, doi: 10.58602/jaiti.v1i1.21.
P. A. Soleha, R. T. Aldisa, and M. A. Abdullah, “Pemilihan Waitress Resto Akul Terbaik Menerapkan Metode WASPAS dengan Pembobotan ROC,” J. Inf. Syst. Res., vol. 4, no. 3, pp. 903–913, Apr. 2023, doi: 10.47065/josh.v4i3.3375.
I. Oktaria, “Kombinasi Metode Multi-Attribute Utility Theory (MAUT) dan Rank Order Centroid (ROC) dalam Pemilihan Kegiatan Ekstrakulikuler,” J. Ilm. Inform. dan Ilmu Komput., vol. 2, no. 1, pp. 1–11, 2023.
H. I. Santoso, “Seleksi Penerimaan Programmer Menggunakan Simple Multi Attribute Rating Technique Method (SMART Method) dan Rank Order Centroid,” J. Inf. Technol. Softw. Eng. Comput. Sci., vol. 2, no. 1, pp. 31–39, 2024.
M. A. Hatefi, “An Improved Rank Order Centroid Method (IROC) for Criteria Weight Estimation: An Application in the Engine/Vehicle Selection Problem,” Informatica, vol. 34, no. 2, pp. 249–270, 2023.
P. Citra and M. N. D. Satria, “Penerapan Metode Rank Order Centroid dan SMART Dalam Sistem Pendukung Keputusan Pemilihan Waitress Terbaik,” Chain J. Comput. Technol. Comput. Eng. Informatics, vol. 2, no. 2, pp. 77–87, 2024, doi: 10.58602/chain.v2i2.116.
E. Rahmayana, “Penerapan Metode Simple Additive Weighting (SAW) dan Rank Order Centroid Dalam Analisis Kinerja Pegawai Honorer,” Resolusi Rekayasa Tek. Inform. dan Inf., vol. 4, no. 5, pp. 494–501, 2024.
E. Suryadi and A. Yani, “Penerapan Metode TOPSIS Pemilihan Sosial Media Marketing Untuk Penjualan Aksesoris Pariwisata Lombok,” JATISI (Jurnal Tek. Inform. dan Sist. Informasi), vol. 7, no. 3, pp. 429–440, 2020.
N. Manurung, R. T. A. Agus, and M. A. Sembiring, “PERBANDINGAN METODE SISTEM PENDUKUNG KEPUTUSAN DALAM PEMILIHAN MEDIA PROMOSI TERBAIK BAGI PERGURUAN TINGGI SWASTA,” J. Sci. Soc. Res., vol. 6, no. 3, pp. 868–874, 2023.
M. S. J. Aji, “Analisis Perbandingan Sistem Pendukung Keputusan Pemilihan Media Sosial Sebagai Sarana Promosi Di Tembilahan,” J. Indragiri Penelit. Multidisiplin, vol. 3, no. 3, pp. 1–16, 2023.
T. M. Cahyani, M. Fairuzabadi, and P. H. Putri, “DECISION SUPPORT SYSTEM FOR SOCIAL MEDIA ADVERTISING PROMOTION ATS POKDARIWS JONGE RAYA USING THE WEIGHTED PRODUCT METHOD,” JTH J. Technol. Heal., vol. 2, no. 2, pp. 28–38, 2024.
H. Sulistiani, Setiawansyah, P. Palupiningsih, F. Hamidy, P. L. Sari, and Y. Khairunnisa, “Employee Performance Evaluation Using Multi-Attribute Utility Theory (MAUT) with PIPRECIA-S Weighting: A Case Study in Education Institution,” in 2023 International Conference on Informatics, Multimedia, Cyber and Informations System (ICIMCIS), 2023, pp. 369–373. doi: 10.1109/ICIMCIS60089.2023.10349017.
Setiawansyah, A. A. Aldino, P. Palupiningsih, G. F. Laxmi, E. D. Mega, and I. Septiana, “Determining Best Graduates Using TOPSIS with Surrogate Weighting Procedures Approach,” in 2023 International Conference on Networking, Electrical Engineering, Computer Science, and Technology (IConNECT), 2023, pp. 60–64. doi: 10.1109/IConNECT56593.2023.10327119.
R. R. Purba, M. Mesran, M. T. A. Zaen, S. Setiawansyah, D. Siregar, and E. W. Ambarsari, “Decision Support System in the Best Selection Coffee Shop with TOPSIS Method,” IJICS (International J. Informatics Comput. Sci., vol. 7, no. 1, pp. 28–34, 2023.
A. M. N. C. Ribeiro, D. F. H. Sadok, M. E. da Cruz Brito, Á. de Araújo Cavalcanti, P. T. Endo, and J. Kelner, “Comparative analysis of current transducers for development of smart plug through rank order centroid method,” IEEE Lat. Am. Trans., vol. 18, no. 01, pp. 147–155, 2020, doi: 10.1109/TLA.2020.9049472.
M. O. Esangbedo, J. Xue, S. Bai, and C. O. Esangbedo, “Relaxed Rank Order Centroid Weighting MCDM Method With Improved Grey Relational Analysis for Subcontractor Selection: Photothermal Power Station Construction,” IEEE Trans. Eng. Manag., 2022, doi: 10.1109/TEM.2022.3204629.
A. I. Lubis, P. Sihombing, and E. B. Nababan, “Comparison SAW and MOORA Methods with Attribute Weighting Using Rank Order Centroid in Decision Making,” in 2020 3rd International Conference on Mechanical, Electronics, Computer, and Industrial Technology (MECnIT), 2020, pp. 127–131. doi: 10.1109/MECnIT48290.2020.9166640.
A. Manafiazar, M. Khamehchiyan, A. A. Nadiri, and M. Sharifikia, “Learning simple additive weighting parameters for subsidence vulnerability indices in Tehran plain (Iran) by artificial intelligence methods,” Eur. J. Environ. Civ. Eng., vol. 28, no. 1, pp. 108–127, Jan. 2024, doi: 10.1080/19648189.2023.2205914.
S. Tjokro and R. Romindo, “Sistem pendukung keputusan untuk pemilihan hotel di Kota Medan dengan menggunakan metode simple additive weighting,” JDMIS J. Data Min. Inf. Syst., vol. 1, no. 1, pp. 37–47, 2023.
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Penerapan Kombinasi Metode Pembobotan ROC dan SAW dalam Rekomendasi Media Marketing Bagi UMKM
Published
Issue
Section
Copyright (c) 2024 Yuri Rahmanto, Mesran, Sanriomi Sintaro, Setiawansyah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).