Dematel-Topsis-AHP for Online Marketing in Furniture Industry

Abstract

This study aimed to create an online marketing model for the identified furniture industries in metro Cebu as inputs to trends and innovation. Ten (10) furniture industry experts and ten (10) customers who have purchased online were asked for their opinions and preferences in selecting an online marketing strategy. To treat the data for online marketing selection decision-making, an integrated DEMATEL-TOPSIS-AHP approach was used. DEMATEL provided interrelationships and the weight of each criterion, whereas Technique for Order Performance by Similarity to Ideal Solution provided weights and ranking of the initial alternatives. Furthermore, the Analytic Hierarchy Process (AHP) was used to compute the final alternative weights. The global weight was computed for the definitive ranking of alternatives after obtaining weights of all levels in the hierarchy. The proposed MCDM model was used in the Philippines furniture manufacturing industry, with a concentration in Cebu City. A priority map for small and medium-sized businesses in selecting an online marketing strategy that considers both business and customer perspectives has been proposed. This is advantageous because it keeps SMEs competitive in the market. The proposed map will allow decision-makers to choose an online marketing strategy from two distinct perspectives, giving them greater flexibility in selecting the right strategy. More research in various industries is needed to help with the decision-making process for online marketing strategy. Although technology is considered dynamic, the benefits of this proposed model are expected to last for a longer time.