The Decision of Selecting Online-Store Alternative in Marketing Cosmetic Products Using Analytical Hierarchy Process (AHP)

Prahastuti, Ruri Artanti and Hutabarat, Julianus and Laksmana, Dimas Indra (2020) The Decision of Selecting Online-Store Alternative in Marketing Cosmetic Products Using Analytical Hierarchy Process (AHP). The Decision of Selecting Online-Store Alternative in Marketing Cosmetic Products Using Analytical Hierarchy Process (AHP), 5 (2). pp. 24-28. ISSN 2455-4847

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Abstract

The selection of online product marketing sites is an interesting topic to study considering that each online shop has a different appeal in marketing the product, so consumers are attracted to choose a particular online shop. The purpose of this research is how to determine the right choice of a online shop to market a product, in this case cosmetics products. To achieve this goal the steps taken are first to determine the population of respondents in this case are conventional shops that sell cosmetic products, located in the District of Singosari-Malang-East Java-Indonesia as many as 300 stores, secondly determine the number of samples using the Bernoulli formula obtained a sample of 14 stores, the third step is distributing questionnaires to get criteria used as a measure to choose an alternative online shop, in this case there are 3 online shops, namely online shops A, B and C, then proceed to the weighting process using the Analytical Hierarchy Process method (AHP), then do the weighting for each online shop on each criterion using the Analytical Hierarchy Process (AHP) method, then an aggregate calculation is performed for all criteria for each online shop. The results obtained from this study that the selected online shop is online shop A. with the largest total weight of 0.507. Conclusion: In this online-shop selection is strongly influenced by the specified criteria and the weighted value given, if the weight of the assessment changes then the online-shop selection decision will also change, so this is a strategy that can be used by online-shops in providing services in order to change the weight of certain criteria as an effort to win the competition. Keywords: Criteria, online-shop, Analytical Hierarchy Process (AHP)

Item Type: Article
Uncontrolled Keywords: Criteria, online-shop, Analytical Hierarchy Process (AHP)
Subjects: Engineering > Industrial Engineering
Divisions: Program Pasca Sarjana > Teknik Industri S2
Depositing User: Ms Nunuk Yuli
Date Deposited: 12 Dec 2022 08:32
Last Modified: 12 Dec 2022 09:05
URI: http://eprints.itn.ac.id/id/eprint/9685

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