SELECTING ONLINE SHOP RETAILER OF YOUNG CONSUMERS IN MANADO WITH ANALYTIC HIERARCHY PROCESS ANALYSIS
Abstract: Young people have
been the majority shoppers online nowadays and thus this study to determine the
most preferable online shop retailer for young consumers and to identify the
criteria that influence consumer in selecting online shop retailer in Manado.
The number of sample is 30 respondents of young consumers. This research used
quantitative method. The method used in this research is Analytic Hierarchy
Process (AHP). Analytic Hierarchy Process (AHP) is a method used to process
results and paired options between. Decision-making issues with AHP are
generally composed into criteria, and alternative options. In this research, AHP
is used to compare each online shop retailer which are Lazada, Tokopedia, and
Bukalapak. The result shows that Lazada is the most preferred online shop
retailer by the young consumers, followed by Tokopedia, and Bukalapak. Further,
the criteria with the highest influence on consumers in selecting online shop
retailer is website design. Online shop in Manado, particularly in the online
retail, could use the result as a guideline to help marketers design campaigns
that speak to the fundamental concerns and desires of their targeted consumers
such as website design, transaction security, time saving and shopping
convenience.
Keywords: analytic hierarchy
process, consumer preference, online shop retail, website design
Penulis: Sengkey Michelle
Mirana, David P.E Saerang, Ferdinand . Tumewu
Kode Jurnal: jpmanajemendd180311
