Implementation of a Decision Support System for Digital Marketing Strategy Using AHP and EDAS
DOI:
https://doi.org/10.55537/spk.v4i1.1098Keywords:
Decision Support System, Digital Marketing, AHP, EDAS, Marketing StrategyAbstract
Digital marketing is a crucial element in modern business strategies, yet its effectiveness is often influenced by various factors such as market trends, customer preferences, and advertising efficiency. This study aims to optimize the digital marketing strategy at Toko Sumber Perabot dan Elektronik using a Decision Support System (DSS) based on the Analytical Hierarchy Process (AHP) and Evaluation based on Distance from Average Solution (EDAS) methods. The AHP method is used to determine the priority weight of each marketing criterion, while the EDAS method ranks alternative strategies based on their distance from the average solution. The study results indicate that the social media advertising based on market trends strategy achieved the highest ranking with a final score of 0.931, demonstrating greater effectiveness compared to other alternatives. This approach enables the store to enhance its competitiveness and digital marketing efficiency. Additionally, the AHP-EDAS method proves to reduce subjectivity in decision-making and provides more accurate insights for determining the optimal marketing strategy.
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Copyright (c) 2025 Pradani Ayu Widya Purnama, Indra Irawan, Nadya Alinda Rahmi, Desi Ardila, Kaila Azahra, Mutiara Sakinah
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