Integrasi Multi Factor Evaluation Process (MFEP) Untuk Prioritisasi Kanal Pemasaran Digital UMKM
DOI:
https://doi.org/10.53513/jursi.v5i2.12328Keywords:
MEFP, Prioritas Kanal, Pemasaran Digital, Sistem Pendukung Keputusan, UMKMAbstract
Penelitian ini mengintegrasikan Multi Factor Evaluation Process (MFEP) sebagai kerangka evaluasi multikriteria untuk prioritisasi kanal pemasaran digital UMKM pada konteks Indonesia yang ditandai keterbatasan anggaran, SDM, dan kompetensi digital. Lima kriteria inti digunakan, yaitu Reach–Fit, efisiensi biaya/CPA, potensi konversi, kecepatan dampak (time-to-result), serta kemudahan eksekusi & pengukuran. Data mencakup 13 alternatif kanal yang dinilai pada skala 1–5 dan dibobotkan sesuai skema penelitian. Capaian utama menunjukkan 7 kanal melampaui ambang kelulusan TNE ≥ 3,50, yaitu: TikTok Ads (3,95), Facebook Local Awareness Ads (3,85), Influencer Mikro (3,85), Instagram Feed Ads Conversion (3,60), WhatsApp Click-to-Chat (3,55), Instagram Reels Organic + Light Ads (3,50), dan Marketplace Ads (3,50); kanal lain berada pada rentang 2,85–3,30 dan direkomendasikan sebagai pendukung/optimalisasi. Hasil ini menegaskan bahwa keputusan yang menimbang kelima kriteria lebih konsisten, hemat, dan actionable dibanding pemilihan berbasis intuisi, karena langsung diturunkan menjadi urutan eksekusi, alokasi anggaran awal, dan fokus peningkatan kapabilitas tim. Kerangka MFEP yang diusulkan bersifat sederhana, transparan, dan dapat dijelaskan, sehingga layak diadopsi sebagai sistem pendukung keputusan bagi pendampingan UMKM.
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