Optimasi Weight AHP Menggunakan Genetic Algorithm untuk Rekomendasi Platform Media Sosial Sebagai Sarana Promosi Digital
DOI:
https://doi.org/10.25126/jtiik.1078011Kata Kunci:
optimasi, AHP, GA, media sosial, promosi digitalAbstrak
Tim pemasar suatu perusahaan dapat memanfaatkan media sosial untuk memperluas jangkauan pemasaran dan berinteraksi secara lebih intens dengan para pelanggan. Salah satu tantangan utama yang dihadapi tim pemasar untuk promosi digital adalah bagaimana memilih platform sosial media yang paling tepat agar dapat mencapai tujuan promosi yang optimal. Keputusan untuk memilih platform sosial media ini melibatkan sejumlah kriteria seperti content, impression, cost, look and feel, dan audience fit. Urutan rekomendasi platform media sosial sebagai sarana promosi yang dihasilkan penelitian ini adalah Facebook, Instagram, YouTube, Twitter, Pinterest, TikTok, dan LinkedIn. Urutan rekomendasi tersebut berhasil didapatkan dengan pendekatan optimasi weight Analytical Hierarchy Process (AHP) menggunakan Genetic Algorithm (GA) untuk rekomendasi platform media sosial sebagai sarana promosi digital. Optimasi yang dilakukan terbukti dapat meningkatkan keakurasian peringkat dari 95% ke 97% yang dihasilkan melalui perhitungan fitness yang menggunakan rumus Spearman Correlation. Penelitian ini juga berhasil menarik kesimpulan terkait bidang AHP-GA yang menyatakan bahwa popsize mempengaruhi nilai fitness. Semakin tinggi popsize, maka semakin besar potensi nilai fitness yang dihasilkan, namun peningkatan popsize itu sendiri tidak menjamin perolehan nilai fitness yang lebih baik sehingga perlu memikirkan faktor lainnya pula. Selain itu, semakin banyaknya jumlah generasi maka proses evolusi akan semakin sering terjadi. Tiap generasinya akan melakukan crossover dan mutasi, sehingga hal ini berpengaruh pada semakin beragamnya individu yang dihasilkan dan pada akhirnya dapat membantu menemukan solusi yang lebih baik.
Abstract
A company's marketing team can use social media to expand marketing reach and interact more intensely with customers. One of the main challenges faced by marketers for digital promotion is how to choose the most appropriate social media platforms to achieve optimal promotional goals. The decision to choose a social media platform involves several criteria such as content, impression, cost, look and feel, and audience fit. The order of recommendations for social media platforms as a means of promotion resulting from this research are Facebook, Instagram, YouTube, Twitter, Pinterest, TikTok, and LinkedIn. The sequence of recommendations was successfully obtained using the weight Analytical Hierarchy Process (AHP) optimization approach using Genetic Algorithm (GA) for social media platform recommendations as a means of digital promotion. The optimization carried out was proven to increase ranking accuracy from 95% to 97% which was produced through fitness calculations using the Spearman Correlation formula. This study also succeeded in drawing conclusions related to the AHP-GA field which stated that popsize affects fitness values. The higher the popsize, the greater the potential fitness value generated, however increasing the popsize itself does not guarantee obtaining a better fitness value so you need to think about other factors as well. In addition, the greater the number of generations, the more frequently the evolutionary process will occur. Each generation will carry out crossover and mutation, so this influences the resulting more diverse individuals and can ultimately help find better solutions.
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