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All Journal International Journal of Organizational Business Excellence (IJOBEX)
Lisa Carolina
Bina Nusantara University, Jakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Decision Making Analysis of E-commerce on Generation Z using Analytical Hierarchy Process (AHP) Method Kaleb Kokoh I Putra; Lisa Carolina; Sarah Devi; Sanny Lim
International Journal of Organizational Business Excellence Vol. 4 No. 2 (2021): December 2021
Publisher : Bina Nusantara University

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Abstract

The research aims to examine what e-commerce platform Generation Z chooses using Analytical Hierarchy Process (AHP) method. Based on a previous exploratory study, there are four criteria that Generation Z pays attention to when choosing an e-commerce platform: ease of use, promotion, product variety, and security. The data was gathered from 250 respondents by using online questionnaires and then analyzed using Expert Choice Software. The research reveals that Generation Z is very concerned about the security aspect of e-commerce platforms. The following criteria are promotion, product variety, and ease of use. It is found that Shopee is the first choice of Generation Z based on the four criteria, followed by Tokopedia, Lazada, and Blibli.
Co-Authors Kaleb Kokoh I Putra Sanny Lim Sarah Devi