Decision Support System for Selecting Digital Platforms to Enhance MSME Product Brand Awareness Using the TOPSIS Method

Enok Tuti Alawiah; Sunarti Sunarti; Omar  Pahlevi

doi:10.33633/joins.v11i1.15787

Authors

Enok Tuti Alawiah Program Studi Sistem Informasi Kampus Kota Bogor, Fakultas Teknik dan Informatika, Universitas Bina Sarana Informatika
Sunarti Sunarti Universitas Bina Sarana Informatika
Omar Pahlevi Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.33633/joins.v11i1.15787

Keywords:

Decision Support System, TOPIS, Platform Digital, Brand Awareness

Abstract

The development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize digital platforms as a marketing tool to increase product brand awareness. However, the large number of digital platform options makes it difficult for MSMEs to determine the most effective platform. This study aims to develop a Decision Support System (DSS) in selecting digital platforms to increase MSME product brand awareness using the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method. This study uses a quantitative approach by collecting data through questionnaires from MSMEs in Bogor Regency. The criteria used include customer reach, engagement level, promotion costs, ease of use, ease of features, and payment methods. The TOPSIS calculation results show that TikTok obtained the highest preference value of 0.657, followed by Shopee Marketplace at 0.574, Instagram at 0.473, Tokopedia at 0.441, and Facebook Pro at 0.392. These findings indicate that TikTok is the most recommended digital platform in increasing MSME brand awareness because it has a wide reach and high level of interaction. Thus, the implementation of TOPSIS-based DSS has been proven to be able to provide objective and systematic digital platform recommendations, thereby helping MSMEs formulate more effective and data-driven digital marketing strategies.

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