Design and Implementation of FS-I Method to Improve Effectiveness of Product Advertising using Social Media, Based on Quality Function Deployment and Fuzzy Servqual

• Main Authors: Sulestiyowati Nenny, Rizal Isnanto R., Fatchur Rochim Adian
• Format: Article
• Language: English
• Published: EDP Sciences 2020-01-01
• Series: E3S Web of Conferences
• Subjects: quality function deployment; effectiveness; advertising; social media
• Online Access: https://www.e3s-conferences.org/articles/e3sconf/pdf/2020/62/e3sconf_icenis2020_14006.pdf

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.