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Advertising Selection in Social Media for Small and Medium Enterprises (SMEs) in Indonesia
Yanty Faradillah Siahaan1, Titis Handayani2, Prind Triajeng Pungkasanti3, Ninuk Wiliani4, Sarif Surorejo5

1,2,3,5Information System, 4Informatic Technology
1Harapan Medan University, 2,3Semarang University, 4National Technology of Science Institut, 5STMIK YMI
1Medan, Indonesia, 2,3Semarang, Indonesia, 4Jakarta, Indonesia, 5Tegal, Indonesia


Abstract— Small and Medium Enterprises (SME) is a form of business which triggers the economic growth of Indonesia and it can even survive in the economic crisis that had ever occurred in Indonesia. There are many obstacles faced by SME such as lack of capital, limited human resources and weak marketing as the spearhead of the company. So it takes a variety of strategies in the conventional promotion such as advertising on TV/ Radio, opening branches, following exhibitions, making banners and brochures. Of course, SME does not have enough financial to make promotion at an expensive cost, so the internet makes digital marketing becomes faster, accessible for 24 hours, cheap and free. Online marketing activities using social media have been done by the SME such as Facebook, Twitter, Instagram, Youtube and so on, because it has a tremendous impact. SME can use hard selling / soft selling sentences or post photos or upload videos so that it can be seen millions of people for free. But for effective promotion in social media, it is necessary to know the style of execution that has the attraction to get to the target market to be targeted. Indicators used for advertising selection are 1) Straight-Sell or Factual Message, 2) Scientific or Technical Evidence, 3) Demonstration, 4) Comparison, 5) Testimonials, 6) Slice of Life, 7) Animation, 8) Personality Symbol, 9) Imagery, 10) Dramatization, 11) Humor, 12) Musical, 13) Combinations. So it is necessary to support the advertising selection in social media by using Simple Additive Weighting (SAW) method so that the output is the rank of social media recommended to be selected by UKM Indonesia.

Keywords: Keywords—Decission Support, Advertising Selection, Social Media

Topic: Electrical Engineering and Computer Science


Conference: The 1st International Conference on Innovation in Science Technology (ICIST 2019)

Plain Format | Corresponding Author (Bagus Yunanto)

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