Jurnal Bumigora Information Technology (BITe)
Vol 6 No 1 (2024)

Determining a Digital Marketing Strategy Using a Combination of Analytical Network Process (ANP) and Profile Matching

Dakwah, Muhammad Mujahid (Unknown)
Roodhi, Mohammad Najib (Unknown)
Suprayetno, Djoko (Unknown)
Kusmayadi, Iwan (Unknown)
Abdurrahman, Abdurrahman (Unknown)
Hammad, Rifqi (Unknown)

Article Info

Publish Date
30 Jun 2024

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.

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Journal Info
Jurnal Bumigora Information Technology (BITe)
Website

Abbrev

bite

Publisher

Universitas Bumigora

Subject

Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Electrical & Electronics Engineering

Description

Jurnal Bumigora Information Technology (BITe) is one of the journals owned at Bumigora University which is managed by the Department of Computer Science. This journal is intended to provide publications for academics, researchers and practitioners who wish to publish research in the field of ...