Analysis of Key Indicators for Reach, Act, Convert, and Engage (RACE) in Social Media Platforms for B2B Companies in Indonesia Using the AHP Method

Abstract : B2B marketing involves the sale of products or services between companies, utilizing strategies at the corporate level. In this context, information plays a critical role and has evolved to adapt to modern times. Digital Marketing Communication leverages the latest technology to deliver integrated, efficient, and measurable communication, aiming to build strong relationships with customers. This study aims to analyze and provide recommendations for social media marketing strategies within a B2B company, focusing on selecting the most suitable social media platform for digital marketing activities. The approach centers on the use of the Analytical Hierarchy Process (AHP) method, which is applied to determine the most influential criteria in social media marketing. Key criteria such as reach, act, convert, engage are identified through surveys and interviews with digital marketing experts. The AHP analysis provides a structured approach to evaluating different social media platforms and strategies, helping companies make informed decisions about which platforms will be most effective. The results indicate that the AHP method can yield effective and efficient strategic recommendations for managing social media marketing activities, ultimately reducing the company’s marketing costs. These recommendations are expected to guide B2B companies in optimizing their social media marketing campaigns in the future.