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All Journal MATICS : Jurnal Ilmu Komputer dan Teknologi Informasi (Journal of Computer Science and Information Technology) Jurnal Teknologi Informasi dan Ilmu Komputer Journal of Information Technology and Computer Science Jurnal Pendidikan Terbuka Dan Jarak Jauh JOURNAL OF APPLIED INFORMATICS AND COMPUTING SENTIA 2015 JURNAL PETIK Jurnal Teknologi Sistem Informasi dan Aplikasi Jurnal Masyarakat Madani Indonesia Jurnal Informatika Polinema (JIP) Jurnal ilmiah teknologi informasi Asia
Mayang Anglingsari Putri, Mayang Anglingsari
Universitas Terbuka
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Engineering Library & Information Science Public Health Social Sciences

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Journal : JOURNAL OF APPLIED INFORMATICS AND COMPUTING

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The Integration of AHP and Rank Order Centroid in a Decision Support System for Selecting Social Media for MSMEs Putri, Mayang Anglingsari
Journal of Applied Informatics and Computing Vol. 10 No. 1 (2026): February 2026
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaic.v10i1.12153

Abstract

This study aims to develop a Decision Support System (DSS) to assist Micro, Small, and Medium Enterprises (MSMEs) in selecting the most optimal social media platform for promotional activities. In the digital era, choosing an appropriate platform is a critical factor in enhancing marketing effectiveness; however, many MSMEs face challenges in making informed decisions due to limited analytic capabilities and resources. To address this issue, the proposed system integrates the Analytic Hierarchy Process (AHP) to determine the relative importance of decision criteria and the Rank Order Centroid (ROC) method to assign weights to the alternatives. The evaluation criteria include audience reach, cost efficiency, and user engagement, which are considered essential factors in digital marketing strategies for MSMEs. The results indicate that Instagram achieved the highest score of 0.208 and is recommended as the most suitable social media platform for MSME promotion. TikTok ranked second with a score of 0.082, followed by Facebook with a score of 0.041. Furthermore, user validation testing demonstrates that the system is well accepted by MSME practitioners, as it provides recommendations that are accurate, structured, and easy to use.This research contributes by offering a technology-based decision-making solution that enhances the effectiveness of digital marketing strategies for MSMEs. The developed DSS serves as a practical and relevant tool to support promotional decision-making and to address the challenges of social media utilization in today’s competitive digital landscape.
Co-Authors Dwi Astuti Aprijani Hapsani, Anggi Gustiningsih Hasan Basri Indra Dharma Wijaya Indra Dharma Wijaya Indra Dharma Wijaya, Indra Dharma Irpan Kusyadi Irpan Kusyadi Ismiarta Aknuranda Junianto, Mochamad Bagoes Satria Minrohayati . Mochamad Bagoes Satria J Mutiara Ulfah Nurdiana, Dian Pardamean Daulay Putri, Chandra Sina Rosadi, Raesita Rakhmawati Setia Budi, Agung Siwi Pradini, Risqy Syaikhu, Ahmad Trihapningsari , Denisha Trihapningsari Trihapningsari, Denisha Unggul Utan Sufandi Wayan Firdaus Mahmudy Zikriyani, Hikmah