Abstract
The development of advertising, many companies use social media as an alternative online advertising. It is more interactive to promote their product. The purpose of study is to determine the comparison of strategies to improve the quality of advertising services on several social media. The results of the validity and reliability test showed that the items of questions for the questionnaire were all valid and reliable. The method used in this study is fuzzy servqual and quality function deployment. The fuzzy logic integration aims to calculate the total weight, average, and gap values of the subjectivity of the results of the servqual method. The proposed improvement in this research is based on data processing using the quality function deployment method. The main target of the proposed improvement by making the most popular company advertisements, providing up-to-date information, lots of promotions, the most interesting features, and many customer interests.
Highlights
The rapid development of technology makes changes in all aspects of life, especially in changes in the way humans consume information
This research uses a combination of Fuzzy and Quality Function Deployment method to recommend the effectiveness of advertising from three social media (SocMed)
The results of the analysis by the fuzzy servqual method show that the attributes are the main priority in influencing the effectiveness of advertising strategies on social media
Summary
The rapid development of technology makes changes in all aspects of life, especially in changes in the way humans consume information. An alternative attempt to marketing a product or service using the Internet and be more interactive can use social media (SocMed). Online media have sprung up on social networks such as Twitter, Line, Instagram and corporate websites that are used for marketing [1]. Identification customer perceptions using data in the SocMed for marketing purposes, has a risk. The perceived risk of customers and the benefits of using the SocMed have something to do with the relationship and convenience of customers with marketers who are publicly available social media [3]. In line with the growth of the Internet and various companies promoting their product through their websites, and advertise it through the SocMed [4]. The SocMed is a tool to access information, especially customers and other users, to help the innovation process and company performance
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