Desain Website Digital Marketing Pada Shoe Fusion dengan Metode Analytic Network Process

Abstract

Rapid developments in the digital business world require companies to continue to innovate in marketing strategies to increase competitiveness and reach more customers. One approach that can be used to achieve this goal is through creating an effective and attractive website design, especially for companies operating in the digital marketing sector. In this research, the main focus is on creating a website design for Shoe Fusion, a company engaged in selling shoes online with a digital marketing approach. The design of this website is based on the Analytic Network Process (ANP) methodology, which is a decision-making tool that integrates various criteria to produce optimal decisions. ANP was chosen because of its ability to handle dependencies and feedback between various website design elements, such as user experience (UX), visual elements, content, as well as interactive features that support digital marketing strategies. By implementing ANP, the resulting website design will be able to consider various important factors holistically, so as to increase the conversion of visitors to customers and strengthen the Shoe Fusion brand image. The main objective of this research is to identify the main factors that influence effective website design for digital marketing companies such as Shoe Fusion and apply them in website design based on weighted analysis. It is hoped that the results of this research can provide guidance for companies in designing websites that are not only visually attractive, but also have functionality that supports the company's marketing and business goals