The Assessment of Usability and Service Quality in E-Commerce Using the Integration of Analytical Hierarchy Process (AHP) and Technique for Order Performance by Similarity to Ideal Solution (TOPSIS)

Abstract

Manuscript type: Research paper
Research aims: This study aims to identify evaluation criteria for
e-commerce platforms and determine the top-performing platform in the
Indonesian marketplace.
Design/Methodology/Approach: The research employs a quantitative
approach, utilising the Analytical Hierarchy Process (AHP) and the
Technique for Order Performance by Similarity to Ideal Solution (TOPSIS)
model analysis. It involves analysing data from 100 respondents who are
users of Shopee, Tokopedia, and Bukalapak e-commerce platforms.
Research findings: The findings suggest that the Usability criterion
outperforms E-ServQual in terms of scores. Based on the AHP and
TOPSIS techniques, Tokopedia, Shopee, and Bukalapak are ranked as the
top three e-commerce platforms.
Theoretical contribution/Originality: This study contributes to
understanding the importance of usability in evaluating e-commerce
platforms and provides insights into customer preferences. It also
demonstrates the sequential integration of AHP and TOPSIS techniques
for evaluating multiple criteria.
Practitioner/Policy implications: This study reveals that Satisfaction,
Efficiency, and Learnability are crucial sub-criteria for customers when
selecting an e-commerce platform. Improving these aspects can enhance
consumer purchasing power and improve the overall user experience.
Research limitation/Implications: The limitation of the study is
its geographic scope, as it was conducted solely in the Jakarta and
Yogyakarta regions. Additionally, the research exclusively employs the
AHP (Analytical Hierarchy Process) and TOPSIS (Technique for Order
Performance by Similarity to Ideal Solution) methods.