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All Journal MEDIA KOMUNIKASI TEKNIK SIPIL Magisma: Jurnal Ilmiah Ekonomi dan Bisnis Abdimas UNWAHAS : Jurnal Pengabdian Masyarakat UNWAHAS Media Aplikom Jurnal Informasi Sains dan Teknologi (ISAINTEK) Jurnal Cakrawala Informasi (JCI) Jurnal Pengabdian Teknik dan Ilmu Komputer (PETIK) International Journal of Economics and Management Research Jurnal Ilmiah Ekonomika & Sains Jurnal Pengabdian Kepada Masyarakat Magistrorum et Scholarium: Jurnal Pengabdian Masyarakat Community: Jurnal Pengabdian Pada Masyarakat Jurnal Ekonomi Manajemen Akuntansi Jurnal Penelitian Sistem Informasi Jurnal Informasi Pengabdian Masyarakat Alkhidmah: Jurnal Pengabdian dan Kemitraan Masyarakat Science Technology and Management Journal (STMJ) International Journal of Economics and Management Research
Andreas Tigor Oktaga, Andreas
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Journal : Jurnal Ekonomi Manajemen Akuntansi

 1 
Analisis Prioritas Platform E-Commerce Bagi Generasi Z Menggunakan Metode SAW Andreas Tigor Oktaga; Agus Ariawan
Jurnal Ekonomi Manajemen Akuntansi Vol. 30 No. 2 (2024): JURNAL EKONOMI MANAJEMEN AKUNTANSI
Publisher : sekolah Tinggi Ilmu Ekonomi Dharma Putra Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59725/ema.v30i2.238

Abstract

This study analyzes e-commerce platform preferences for digital marketing strategies among Generation Z students at the Institut Teknologi dan Bisnis Semarang using the Simple Additive Weighting (SAW) method. By evaluating four platforms (Tokopedia, Lazada, Shopee, TikTok) based on ease of use (25%), user experience (25%), promotions (15%), transaction security (15%), and product completeness (15%), the results show that Shopee leads (0.9333) with the best interface and features. TikTok (0.9080) excels in promotions but lacks security, Tokopedia (0.8820) remains consistent, while Lazada (0.8084) needs UX improvements. The implications suggest that platforms should optimize mobile interfaces, collaborate with influencers, and enhance visual search features to meet Gen Z’s demand for interactive experiences and economic value..
Co-Authors Aditya Eka Widyantoro Adji Seputro Agus Ariawan Aji Priyambodo Andreas Heri Kurniawan Anggun Putri Dwi Meilina Bambang Widjanarko Susilo bunga aditi Bunga Aditi Chevy Herli Sumerli Frans Sudirjo Galuh Aditya Galuh Aditya Gede Mandirta Tama Heru Yulianto Heses, Martinus Apun I Nyoman Tri Sutaguna Ida Ayu Gede Danika Esa Pradnyani Ika Susanti Ika Susanti Ika Susanti Kasidi Kristiawan Nurdianto Kristiawan Nurdianto Kristiawan Nurdianto Lavenia Permata Sari Permata Sari Made Konny Koswara Martinus Apun Heses Martius Apun Heses Martius Apun Heses Nanik Qosidah Nyoman Sri Padmini Permata Sari, Lavenia Permata Sari Prihati Prihati . Prihati Prihati Prihati Prihati Priyo Nugroho Adi Priyo Nugroho Adi Priyo Wibowo Putri, Marsiska Ariesta Ristanto, Hesti Riyono Rutna Anggaraeni S. Suripin Siska Narulita Suseno Darsono Susilo Adi Umi Fadlilah Hidayanti Widhy Setyowati Yoki Nawan Gunara