IMPLEMENTASI METODE TOPSIS (TECHNIQUE FOR ORDER PREFERENCE BY SIMILARITY TO IDEAL SOLUTION) UNTUK PEMILIHAN KONTEN TERPOPULER PADA AKUN INSTAGRAM SUKABUMI CREATIVE HUB

Advanced information and communication technology can help people find new. ways to communicate and interact through social media. Communication via social media is very beneficial for socializing activities in society. Instagram is one of the most popular social networking platforms worldwide, especially among young people. On the first day of 2021, there were 1.07 million active Instagram users globally. According to We Are Social, there were 91.77 million Instagram users in Indonesia in July 2021. The largest user group is found in the age range of 18–24 years, accounting for about 36.4 percent. Instagram is the most popular social media platform after YouTube and WhatsApp. Instagram is also one of the social media platforms that supports the business world. Various tools are provided to facilitate access to information that can be used to advance their business or company.
In Indonesia, particularly in the Sukabumi area, an interesting initiative has emerged through the use of Instagram as a promotional tool and support for the local creative ecosystem, namely the "Sukabumi Creative Hub" Instagram account. This account is dedicated to promoting various activities, events, and works of art by creative industry players in Sukabumi. However, despite the diverse and growing content on the Sukabumi Creative Hub Instagram, the D3 team (Department of Design, Documentation, and Publication) faces challenges in identifying the most popular content based on metrics such as likes, shares, and views.
Therefore, this study aims to analyze the selection of the most popular content on the Sukabumi Creative Hub Instagram account, focusing on understanding the types of content that attract the most audience attention. This research implements the TOPSIS method to identify the most popular content. The results show that based on the TOPSIS method, the content titled "Rekap Merangkum Sukabumi" achieved the highest relative closeness value (0.8793), indicating it is closest to the ideal solution. The mid-ranked content was "Open Submission Digital Mockup" (0.49328), while the content with the lowest value was "Merdeka" (0.0000), indicating it is the farthest from the ideal condition. By using criteria such as likes, shares, and views, this study is expected to provide more effective content recommendations. The TOPSIS method was chosen for its ability to process multi- criteria data and rank alternatives based on their similarity to the ideal solution. The results of this study are expected to help the management team develop better content strategies, increase engagement, and achieve targeted marketing goals.
Keywords : Social Media Analysis, Instagram, Most Popular Content, Sukabumi Creative Hub, TOPSIS Method.