MARKETPLACE SELECTION STRATEGY WITH INTEGRATION OF FUZZY AHP AND FUZZY MOORA METHODS
Abstract
Currently, many business actors have used marketplaces in online product
marketing. Choosing the right marketplace is one of the most important parts, because it affects business profitability. This study will explain the strategy in marketplace selection with the integration of the fuzzy AHP and fuzzy MOORA method. Fuzzy AHP method is used in weighting the criteria, while the fuzzy MOORA method is used in the alternative assessment. Sources of data obtained from questionnaires distributed to marketplace users. The weighting of criteria using fuzzy AHP method obtained service quality weight of 32.76%, system quality weight of 24.35%, information quality weight of 27.42% and vendor quality weight of 15.47. In the alternative assessment using fuzzy MOORA, the Shopee performance score is 0.0285, Tokopedia's performance score is 0.0266 and Bukalapak's performance score is 0.0256. SH has the highest performance
value, so SH can be used as the best alternative in the marketplace selection strategy with the integration of fuzzy AHP MOORA methods. The results of this study can be used as input for business actors in their marketplace selection strategy, so that they are expected to increase business profitability.
Keywords: Fuzzy , AHP, MOORA, Marketplace
marketing. Choosing the right marketplace is one of the most important parts, because it affects business profitability. This study will explain the strategy in marketplace selection with the integration of the fuzzy AHP and fuzzy MOORA method. Fuzzy AHP method is used in weighting the criteria, while the fuzzy MOORA method is used in the alternative assessment. Sources of data obtained from questionnaires distributed to marketplace users. The weighting of criteria using fuzzy AHP method obtained service quality weight of 32.76%, system quality weight of 24.35%, information quality weight of 27.42% and vendor quality weight of 15.47. In the alternative assessment using fuzzy MOORA, the Shopee performance score is 0.0285, Tokopedia's performance score is 0.0266 and Bukalapak's performance score is 0.0256. SH has the highest performance
value, so SH can be used as the best alternative in the marketplace selection strategy with the integration of fuzzy AHP MOORA methods. The results of this study can be used as input for business actors in their marketplace selection strategy, so that they are expected to increase business profitability.
Keywords: Fuzzy , AHP, MOORA, Marketplace
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