<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) are pivotal to Indonesia's economy but face significant challenges in devising effective marketing strategies. This research aims to develop a decision support system to assist MSMEs in determining optimal marketing strategies. The study employs the Complex Proportional Assessment (COPRAS) method, selected for its capacity to proportionally evaluate alternatives against a set of benefit and cost criteria. The system was developed by integrating five main criteria: promotional costs, market reach, sales levels, customer satisfaction, and media effectiveness. Five alternative strategies were evaluated. The social media digital marketing strategy achieved the highest ranking with a utility value of (98.76%). The customer loyalty program (90.57%) and marketplace marketing (83.38%) were the next best-performing alternatives.The proposed decision support system offers objective and measurable recommendations, which enhances the effectiveness of marketing decision-making and supports MSME competitiveness in the digital age. Keywords: Decision support system, COPRAS, Marketing strategy, MSME, Multi-criteria decision making]]>
Copyrights © 2025
