A Fuzzy Decision Model for Assessing Digital Marketing Practices of Indonesian Companies

A standard of evaluating digital marketing practices is a challenging study to do. Many studies to do to find such a standard. Here, the study aims to develop a decision model as a standard to measure the performance of digital marketing activity conducted by several Indonesian companies. The fuzzy logic is the main method to develop the model via five selected parameters. Based on the expert’s evaluation, the constructed model can simulate indicating that the practices of Indonesia’s media company in digital marketing reach a performance value of 58.55 with a similarity value of 52.35% if compared with the manual calculation.