Social media usage for businesses based on the preferences of students of Universiti Teknologi MARA (UiTM) Selangor branch by using fuzzy TOPSIS

As technology and trends have changed so quickly in the last few years, social media and digital networks seem to be becoming more important to how people act, and businesses can make money off of that. Consumers can find anything they want on social media websites and comparing which products and services are good based on their own preferences, which will make it more difficult for businesses to compete with each other. The choice of the appropriate social media platform by users has a significant impact on businesses, particularly those that utilize social media to sell their products and connect with prospective customers. Companies will benefit from this data, as well as recommendations on which social media sites they should use, as a result of this study. Furthermore, our insights can help them create successful tactics for maximizing earnings, minimizing costs, and eventually growing sales among their target customers. Students from Universiti Teknologi MARA (UiTM) Selangor branch will be the decision makers on which of the four social media options to use based on four key criteria. The Fuzzy Technique for Order Preference by Similarity to Ideal Situation (TOPSIS) technique is proposed in this study to rate the options and accomplish the study's objectives. As a result, Instagram is ranked first among UiTM students, followed by TikTok, Twitter, and Facebook. Instagram is the most appropriate and popular medium for businesses and enterprises to sell their products. Firms benefit from this since the young generation use Instagram as a platform for product research, and this allows them to have a better understanding of their products in a short period of time. Indirectly, it makes it easier for businesses to meet with potential customers.