Fuzzy AHP-Based Evaluation of Key Success Factors in Digital Marketing for the Food Retail Industry

This research explores an innovative methodology employing Fuzzy Analytical Hierarchy Process (FAHP) to evaluate the key success factors influencing digital marketing effectiveness within the food retail industry. In a dynamic market environment where digital strategies are integral to organizational success, understanding and prioritizing critical success factors is imperative. Traditional evaluation methods often struggle to capture the inherent uncertainties associated with multifaceted dimensions such as social media engagement, content relevance, and campaign performance. Leveraging FAHP, this study presents a comprehensive and adaptive framework designed to address the complexities of the digital marketing landscape. The proposed methodology incorporates fuzzy logic and linguistic variables into the AHP model, accommodating the inherent vagueness and subjectivity in expert judgments. Through the lens of FAHP, to identify, rank, and quantify the significance of key success factors in digital marketing for food retail. The approach not only provides a structured decision-making framework for industry practitioners but also enhances our understanding of the dynamic relationships between these factors. By bridging the gap between theory and practice, this research contributes valuable insights to the academic discourse and equips food retail businesses with tools to optimize their digital marketing strategies, decision-making processes, and foster competitiveness in an evolving market environment.