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All Journal Jurnal Sinergi Sistem Informasi Pengabdian Masyarakat Journal of Information Technology and Informatics Engineering
Feriandri Lesmana
Universitas Pamulang
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Education Engineering Other

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Penggunaan Media Sosial Sebagai Platform Utama Untuk Branding Digital Mahis Duhan; Gusti Alfian; Ardiansyah; Refo Altalario Bintang Anugrah; Feriandri Lesmana
Jurnal Sinergi Sistem Informasi Pengabdian Masyarakat Vol 1 No 1 (2025): Jurnal Sinergi Sistem Informasi Pengabdian Masyarakat
Publisher : PT Jurnal Cendekia Indonesia

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In today’s digital landscape, social media serves as a vital medium for establishing and enhancing brand image. This research explores how social media functions as a key platform for executing digital branding strategies, with a focus on small and medium-sized businesses as well as organizations aiming to broaden their market reach. Utilizing a qualitative descriptive methodology, the study investigates how content delivery, user engagement patterns, and visual presentation contribute to brand perception on platforms like Instagram, Facebook, and TikTok. The data were sourced from literature studies, field observations, and interviews with socially active SMEs. The results indicate that effective branding in the digital sphere is closely tied to consistent brand messaging, compelling visual content, responsive communication, and alignment with audience demographics. Social media platforms offer more than just communication channels—they enable dynamic interactions and empower users to shape brand stories collaboratively. This paper concludes that social media offers a highly adaptable, cost-effective solution for branding and opens competitive opportunities for SMEs in the digital economy. The study recommends that business actors maximize their social media potential by crafting structured content strategies and communication plans that reflect consumer behavior and current digital dynamics.
Analisis Kinerja Algoritma Naive Bayes dalam Klasifikasi Data Kategorikal Prediksi Keputusan Bermain Tenis Berdasarkan Cuaca Feriandri Lesmana; Athila Defian Rizkimu; Muhamad Ridwan Nurrulloh; Maulana Farras Fathurrahman; Abdul Habib Hasibuan; Maulana Fansyuri
Journal of Information Technology and Informatics Engineering Vol 1 No 1 (2025): Journal of Information Technology and Informatics Engineering (JITIE)
Publisher : PT Jurnal Cendekia Indonesi

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Decision-making based on weather factors is often subjective and inconsistent. This research applies data mining classification methods to build an objective predictive model regarding the decision to play tennis based on weather conditions. The objective of this study is to analyze the performance of the Naive Bayes algorithm in predicting this decision. The methodology involves applying the Naive Bayes algorithm to the classic "Play Tennis" dataset, which consists of 14 instances with four categorical predictor attributes: outlook, temperature, humidity, and wind. The modeling and evaluation process was conducted visually using the Altair AI Studio (RapidMiner) platform, employing the cross-validation technique to test model stability. The test results show an average model accuracy of 57.14%. A deeper analysis of the confusion matrix reveals that the model has a strong bias towards predicting the 'Yes' class, yet is very weak in identifying the 'No' class (20.00% recall). Specifically, the model exhibits a high number of False Positive errors, where 4 out of 5 'No' cases were misclassified. In conclusion, the Naive Bayes model in its current configuration is not yet fully reliable for practical application due to its biased performance. This study recommends further optimization, such as applying data balancing techniques or using more complex alternative algorithms, to significantly improve predictive performance.
Co-Authors Abdul habib Hasibuan Ardiansyah Athila Defian Rizkimu Gusti Alfian Mahis Duhan Maulana Fansyuri Maulana Farras Fathurrahman Muhamad Ridwan Nurrulloh Refo Altalario Bintang Anugrah