ANALYTICAL HIERARCHY PROCESS APPROACH ON E-COMMERCE PURCHASE DECISION (CASE STUDY: BUKALAPAK, TOKOPEDIA, SHOPEE)

Abstract

The top 10 e-commerce websites in Indonesia previously listed demonstrates that Tokopedia has managed to become the leader in Indonesia with about 150 million visits per month. Shopee and Bukalapak are fighting for the second place, around 100 million visitors per month. There are some factors that can influence customer purchase decision, which are brand ambassador, price, product variety, security, reputation, and website quality. This research aims to to know which criteria is most important for customer in selecting an online shopping platform and the most preferable online shopping platfor. This research used analytical hierarchy process with the sample is 70 respondents that were obtained from citizen in Manado. The result shows that price, product variety, and security is the most important thing that influence the customer in choosing an e-commerce. The customer will choose a shop at the online shopping platform that have an affordable price and have many variety of product. The customers also highly concern about their privacy and security in using the online shopping platform. Shopee is the most preferred online shopping platform according to the customers. Tokopedia should improve their performance same as the recommendation for Bukalapak to attract more customers.