Explainable Hybrid Decision Support for Digital Transformation Strategy Selection in Creative MSMEs
Keywords:
Decision Support System, Digital Transformation, Explainable AI, Fuzzy MCDM, MSMEAbstract
Creative micro, small, and medium enterprises (MSMEs) require digital transformation strategies that fit their heterogeneous capabilities, yet many assistance programs still provide generic recommendations. This paper proposes and tests an explainable hybrid decision support approach for selecting digital transformation strategies in creative MSMEs. The method combines subjective weights obtained from expert-oriented fuzzy multi-criteria reasoning, objective weights computed by CRITIC, MARCOS-based strategy ranking, and machine learning classification for adaptive readiness prediction. A controlled synthetic dataset of 120 MSMEs with eleven digital-readiness criteria was generated to demonstrate the complete computational procedure without claiming field-level impact. The hybrid weighting produced dominant priorities for digital content capability, digital literacy, social media use, marketplace adoption, and technology readiness. MARCOS ranking indicated that digital branding, content marketing, and creative community collaboration were the highest priority strategies. Machine learning evaluation using a 75:25 train-test split showed that the best classifier achieved an accuracy of 0.97 and a macro F1-score of 0.96. Permutation-based explainability identified digital literacy, digital content capability, and marketplace adoption as influential predictors. The results demonstrate that the proposed approach can produce transparent and auditable recommendations for MSME digitalization research.
Keywords: Decision Support System; Digital Transformation; Explainable AI; Fuzzy MCDM; MSME
References
[1] K. Peffers, T. Tuunanen, M. A. Rothenberger, and S. Chatterjee, "A design science research methodology for information systems research," Journal of Management Information Systems, vol. 24, no. 3, pp. 45-77, 2007, doi: 10.2753/MIS0742-1222240302.
[2] J. Rezaei, "Best-worst multi-criteria decision-making method," Omega, vol. 53, pp. 49-57, 2015, doi: 10.1016/j.omega.2014.11.009.
[3] D. Diakoulaki, G. Mavrotas, and L. Papayannakis, "Determining objective weights in multiple criteria problems: The CRITIC method," Computers & Operations Research, vol. 22, no. 7, pp. 763-770, 1995, doi: 10.1016/0305-0548(94)00059-H.
[4] M. Keshavarz-Ghorabaee, M. Amiri, E. K. Zavadskas, Z. Turskis, and J. Antucheviciene, "Determination of objective weights using a new method based on the removal effects of criteria (MEREC)," Symmetry, vol. 13, no. 4, Art. no. 525, 2021, doi: 10.3390/sym13040525.
[5] Z. Stevic, D. Pamucar, A. Puska, and P. Chatterjee, "Sustainable supplier selection in healthcare industries using a new MCDM method: Measurement of alternatives and ranking according to compromise solution (MARCOS)," Computers & Industrial Engineering, vol. 140, Art. no. 106231, 2020, doi: 10.1016/j.cie.2019.106231.
[6] M. Yazdani, P. Zarate, E. K. Zavadskas, and Z. Turskis, "A combined compromise solution (CoCoSo) method for multi-criteria decision-making problems," Management Decision, vol. 57, no. 9, pp. 2501-2519, 2019, doi: 10.1108/MD-05-2017-0458.
[7] B. Ayan, S. Abacioglu, and M. P. Basilio, "A comprehensive review of the novel weighting methods for multi-criteria decision-making," Information, vol. 14, no. 5, Art. no. 285, 2023, doi: 10.3390/info14050285.
[8] A. M. Salih et al., "A perspective on explainable artificial intelligence methods: SHAP and LIME," Advanced Intelligent Systems, vol. 7, no. 1, Art. no. 2400304, 2025, doi: 10.1002/aisy.202400304.
[9] F. Aghaeipoor, M. Sabokrou, and A. Fernandez, "Fuzzy rule-based explainer systems for deep neural networks: From local explainability to global understanding," IEEE Transactions on Fuzzy Systems, vol. 31, no. 9, pp. 3069-3080, 2023, doi: 10.1109/TFUZZ.2023.3247821.
[10] I. Irvanizam, Z. Zulfan, P. F. Nasir, M. Marzuki, S. Rusdiana, and N. Salwa, "An extended MULTIMOORA based on trapezoidal fuzzy neutrosophic sets and objective weighting method in group decision-making," IEEE Access, vol. 10, pp. 47476-47498, 2022, doi: 10.1109/ACCESS.2022.3170565.
[11] OECD, The Digital Transformation of SMEs, OECD Studies on SMEs and Entrepreneurship. Paris, France: OECD Publishing, 2021, doi: 10.1787/bdb9256a-en.
[12] E. J. Omol, L. W. Mburu, and P. A. Abuonji, "Digital Maturity Assessment Model (DMAM): Assimilation of Design Science Research (DSR) and Capability Maturity Model Integration (CMMI)," Digital Transformation and Society, vol. 4, no. 2, pp. 128-152, 2025, doi: 10.1108/DTS-04-2024-0049.
[13] G. Bangsawan, "Kebijakan akselerasi transformasi digital di Indonesia: Peluang dan tantangan untuk pengembangan ekonomi kreatif," Jurnal Studi Kebijakan Publik, vol. 2, no. 1, pp. 27-40, 2023, doi: 10.21787/jskp.2.2023.27-40.
[14] R. M. R. Bakrie, S. A. Suri, Nabila, A. Sahara, V. H. Pratama, and Firmansyah, "Pengaruh kreativitas UMKM serta kontribusinya di era digitalisasi terhadap perekonomian Indonesia," Jurnal Ekonomi dan Bisnis, vol. 16, no. 2, pp. 82-88, 2024, doi: 10.55049/makbqg33.
[15] M. Rasyidin, J. D. Indriani, Fettyana, H. Mubarak, and N. Sridewi, "Penguatan digitalisasi UMKM melalui implementasi sistem informasi dan pendampingan digital marketing berbasis ekonomi kreatif," Jurnal Hasil Pengabdian Masyarakat (JURIBMAS), vol. 5, no. 1, pp. 109-122, 2026, doi: 10.62712/juribmas.v5i1.1001.
[16] S. H. N. Ginting and N. Sridewi, "Pelatihan penggunaan teknologi digital untuk peningkatan produktivitas UMKM di Desa Ujung Batu III Padang Lawas," JIPITI: Jurnal Pengabdian kepada Masyarakat, vol. 2, no. 1, pp. 8-13, 2025.
[17] M. M. K. Affandi and N. Sridewi, "Penerapan teknologi CAD/CAM untuk produksi stiker menggunakan CorelDraw dan mesin cutting pada UMKM Stickermax," JIPITI: Jurnal Pengabdian kepada Masyarakat, vol. 2, no. 3, pp. 248-253, 2025.
[18] D. Wahyuni and N. Sridewi, "Application of the Analytic Hierarchy Process (AHP) method in supporting go green policies for environmental, economic, social and technological sustainability," Journal of Technology and Computer, vol. 2, no. 2, pp. 83-87, 2025.
[19] N. Sridewi and D. Wahyuni, "Sistem pendukung keputusan dengan metode Weighted Product untuk memilih protokol pengobatan pneumonia pada anak berdasarkan kondisi klinis," Jurnal Sains dan Teknologi Widyaloka, vol. 4, no. 1, pp. 70-75, 2025, doi: 10.54593/jstekwid.v4i1.438.
[20] S. H. N. Ginting and N. Sridewi, "Implementation of decision support system for new employee selection at PT Triotech Solution Indonesia using SAW method," Jurnal Minfo Polgan, vol. 13, no. 1, pp. 856-862, 2024, doi: 10.33395/jmp.v13i1.13842.
[21] M. Kirmizi and B. Kocaoglu, "Digital transformation maturity model development framework based on design science: Case studies in manufacturing industry," Journal of Manufacturing Technology Management, vol. 33, no. 7, pp. 1319-1346, 2022, doi: 10.1108/JMTM-11-2021-0476.
[22] B. Aditi, T. R. N. Bulan, and Jufrizen, "A multi-criteria decision-support framework for optimizing digital marketing strategies in Indonesian SMEs using fuzzy AHP-TOPSIS," Decision Making: Applications in Management and Engineering, vol. 8, no. 2, pp. 955-973, 2025, doi: 10.31181/dmame8220251671.
[23] B. Yanto, R. Saragih, A. Lubis, E. Prasiwiningrum, and R. Wahyuny, "Multi-Objective Reinforcement Learning for Supply Chain Optimization in Indonesia’s Free Nutritious Meal Program," International Journal of Information Technology and Business, vol. 8, no. 2, pp. 18-27, 2026, doi: 10.24246/ijiteb.822026.18-27.
[24] R. Wahyuny, M. Janiarli, E. Puspita, C. W. Ramadhani, N. Aulia, and B. Yanto, "Effectiveness of Visual-Tactile Mobile Augmented Learning on Breast Self-Examination Knowledge among Women of Reproductive Age in Rokan Hulu, Indonesia," DECODE: Jurnal Pendidikan Teknologi Informasi, vol. 5, no. 3, pp. 911-927, 2025, doi: 10.51454/decode.v5i3.1431.
[25] A. Sastra, B. Yanto, and K. Sabri, "Analisis Data Science terhadap Kualitas Tidur dan Faktor-Faktor yang Mempengaruhinya: Studi Kasus Sleep Health and Lifestyle Dataset," Inventor: Jurnal Inovasi dan Tren Pendidikan Teknologi Informasi, vol. 3, no. 2, pp. 92-99, 2025, doi: 10.37630/inventor.v3i2.2567.
