Application of Analytical Hierarchy Process for Social Networking Site Selection among UUM Students

Abstract

Social media has become an essential tool for communication and entertainment, particularly among students, with platforms like Facebook, Instagram, and TikTok gaining widespread popularity. This study examines the factors influencing the social networking preferences of Universiti Utara Malaysia (UUM) students. Using the Analytical Hierarchy Process (AHP), the study identifies four primary criteria namely content, privacy, usability, and functionality and evaluates three platforms: Facebook, Instagram, and TikTok. The findings indicate that UUM students prioritize content when selecting social networking sites (SNS), followed by functionality, usability, and privacy. Among the platforms assessed, Facebook was found to be the most preferred, with students favoring its variety of content and features over Instagram and TikTok. These findings offer valuable insights for SNS operators, advertisers, and administrators, enabling them to better understand the preferences of university students. By aligning strategies with students' decision-making factors, SNS platforms can enhance their engagement and meet the evolving needs of this demographic. The AHP model used in this study provides a structured approach to understanding student preferences, benefiting stakeholders aiming to optimize their platforms for this audience.