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Universitas Sari Mulia
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Journal : SMATIKA

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Metode Simple Additive Weighting Untuk Pemilihan Sosial Media Pada Pemasaran Digital UMKM Kuliner Kota Banjarmasin Rusidah, Rusidah; Nurhaeni, Nurhaeni; Hidayat, Ahmad; Mambang, Mambang
SMATIKA JURNAL : STIKI Informatika Jurnal Vol 15 No 01 (2025): SMATIKA Jurnal : STIKI Informatika Jurnal
Publisher : LPPM STIKI MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32664/smatika.v15i01.1461

Abstract

Digital marketing has become very important because the world of marketing has changed through advances in information technology. Interactive and integrated marketing that allows market intermediaries, potential consumers and producers to interact with each other. Instagram, WhatsApp, Twitter, Facebook, Telegram, TikTok, YouTube, and Shopee are social media that are often used in digital marketing. In this research, the data used is Banjarmasin City Culinary UMKM data obtained through a questionnaire totaling 174 respondent data which was distributed to the Banjarmasin City Culinary UMKM group. Data obtained from decision support system calculations using the Simple Additive Weighting method shows that many social media that are popular in society may not be suitable for use as digital media for culinary marketing. The results of the Simple Additive Weighting research show that it can be used to help culinary MSMEs in Banjarmasin City in making decisions about the use of social media through social media ranking results. This decision is reviewed based on several criteria such as length of business, length of use of social media, income and age. The length of business is because the longer the business lasts, the more people will know it. The length of use of social media is because the longer people use social media, the more they understand how to use the features and benefits of the features on social media. The greater the income in the business, the faster the business will develop. If you are at a more ideal age for running a business, your business will develop quickly because you have creative ideas and broad insight into business. The results of the Simple Additive Weighting method research show that WhatsApp has an accuracy value of 0.92, while Telegram has an accuracy value of 0.715. The concrete impact of the results of this research is that social media can help increase sales and the Simple Additive Weighting method can be used as a decision maker in selecting social media as a marketing medium so that Culinary MSMEs do not make the wrong choice in using social media.
Co-Authors Abdul Kadir Adini, Muhammad Hifdzi Ahmad Hidayat Ahmad Hidayat Ahmad Riki Renaldi Ahmad Riki Renaldy Akhmad Baddrudin Amelia, Mahlianor Anggrita Sari Anggrita Sari Antonia Yenitia Ari Yunus Hendrawan Aulia Fitri, Aulia Ayu Ahadi Ningrum Bambang Lareno, Bambang Bayu Nugraha Bayu Nugraha Bima Wicaksono Budiman, Haldi Cipta, Subhan Panji Dixky Dixky Dwi Salmarini, Desilestia Fatimah, Nora Ova Putri Martiani Finki Dona Marleny Fitriansyah, Muhammad Haniffah Sri Rinjani Hati Waruwu, Riang Heni Pujiastuti Hudatul Aulia Husna Karima Ika Hariati Ika Hariati Ika Hariati Ika Hariati, Ika Hariati Indah Tri Handayani Indah Wulandari Jaya Hari Santoso Johan Wahyudi Johan Wahyudi, Johan Kamarudin Kartika Kartika Kunti Nastiti Ladjar, Imelda Ingir Liliana Swastina M Samsul Hasbi M Samsul Hasmi Maria Ulfah Maulida, Ihdalhubbi Maulida, Nur Meilianti Melda Melda Melda, Melda Meyska Widyandini Miranda Miranda Mohammad Basit, Mohammad Muhammad Khairul Akbar Muhammad Riduan Syafi’i Muhammad Satrio Ayuba Muhammad Zaini Bakri Muhammad Ziki Elfirman Muhammad Zulfadhilah Mukhaimy Gazali Muliawan, dadang Mutiara R, Chatrine Indri Mutmainah Mutmainah Mutmainah Mutmainah Nahdi Saubari Nalo Valentino Naparin, Husni Nisa, Reny Ayu Nor Azizah Novita Sari Novriansyah, Irvan Nur Hafiz Ansari Nur Meilianti Maulida Nurhaeni Nurhaeni Nurhaeni Nurhaeni Nurhasanah Nurhasanah Oktavia, Samita Oktovin, Oktovin Pasaribu, Annisa Pebrianti, Eva Wulani Prasetya, M. Riko Anshori Prastya, Septyan Eka Pratama, Ramadhani Noor Putri Putri Putri Putri, Putri Rafi'i, Rafi'i Rahmini Rahmini Ramli, Muhammad Reza Risdianti, Risdianti Risma Maulida Risma Risma Rismawati Rismawati Rizkian Muhammad Fikri Rochman, Wisnu Nur Ropikah Ropikah Ropikah, Ropikah Rudy Ansari Rudy Ansari Rudy Ansari, Rudy Rusidah, Rusidah Samita, Mambang Sandro Nesta Pembriano Sari, Anggrita Sa’adah Septyan Eka Prasetya Septyan Eka Prastya Septyan Eka Prastya Siti Gadis Hardianti Subhan Panji Cipta Subhan Panji Cipta Sultan Arrasyid SUMARNI ZAINUDDIN Syapotro, Usman Tasya Salsabila Theresia Kurniati Seran Tiara, Astia Rahma Tumanggor, Agustina Hotma Uli Wahyudin, Rahmawati Winda Astria Nuansa Saputri Windarsyah Windarsyah Wulandari Febriani Wulandari Febriani Yanti Saubari Yanti Saubari Yuslena Sari, Yuslena