DEVELOPMENT OF A DIGITAL MARKETING POSITION SELF-ASSESSMENT SYSTEM BASED ON THE ONTOLOGY APPROACH
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Abstract
This research presents a self-assessment system designed to prepare and recommend essential skills to enhance users' competencies for entering digital marketing positions through the application of ontology concepts. The research follows a research and development methodology, consisting of five stages: 1) Knowledge acquisition through document analysis and interviews with experts regarding the necessary skills in the digital marketing profession, 2) Ontology design and development, 3) Ontology and database Mapping, 4) Developing the self-assessment and recommendation system, 5) System testing and performance evaluation. The results show that the developed system is beneficial in helping users assess their digital marketing skills and providing recommendations for skill development in alignment with labor market demands. The system's performance evaluation indicated an accuracy of 85.5%, a precision of 84.2%, and a recall of 83.4%. User satisfaction with the system was rated at the highest level, with an average score of 4.55.
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