E-Commerce Supply Chain Optimization with the MOORA Method and Certainty Factor
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Aug 28, 2023
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Supply Chain Optimization, MOORA Method, Certainty Factor, Ecommerce Platforms
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Abstract
This study analyzes supply chain optimization on e-commerce platforms by applying the MOORA (Multi-Objective Optimization on the basis of Ratio Analysis) and Certainty Factor methods. The aim of this research is to gain in-depth insights into the relative performance of e-commerce platforms in the context of predefined criteria and sub-criteria. The research methodology consists of six stages, including data collection, selection of criteria and sub-criteria, application of Certainty Factor, selection of case studies, relative analysis using MOORA, and certainty level analysis using Certainty Factor. The results of the analysis show that these two methods provide valuable insights regarding the performance of e-commerce platforms. The MOORA method provides a relatively strong rating, while the Certainty Factor provides an additional dimension by considering the level of certainty regarding the factors that affect performance. From a comparison of the results of the two methods, platforms such as Tokopedia.com and Shopee consistently rank well in both analyses. The implication of this research is that the e-commerce platform has greater development potential in supply chain optimization efforts. Overall, the integration of the MOORA and Certainty Factor methods has succeeded in providing more detailed and comprehensive insights into supply chain optimization on e-commerce platforms. This research provides guidance for stakeholders in making more informed and directed decisions regarding supply chain optimization strategies in e-commerce platforms
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Caroline. (2023). E-Commerce Supply Chain Optimization with the MOORA Method and Certainty Factor. International Journal Software Engineering and Computer Science (IJSECS), 3(2), 108–119. https://doi.org/10.35870/ijsecs.v3i2.1506
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References
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Chang, S., Li, A., Wang, X. and Wang, X., 2022. Joint optimization of e-commerce supply chain financing strategy and channel contract. European Journal of Operational Research, 303(2), pp.908-927.
Xia, L. and Liu, S., 2021. Intelligent IoT-based cross-border e-commerce supply chain performance optimization. Wireless Communications and Mobile Computing, 2021, pp.1-13.
Zhu, L., 2020. Optimization and simulation for e-commerce supply chain in the internet of things environment. Complexity, 2020, pp.1-11.
Wu, M., 2021. Optimization of E-commerce supply chain management process based on internet of things technology. Complexity, 2021, pp.1-12.
Kaoud, E., Abdel-Aal, M.A., Sakaguchi, T. and Uchiyama, N., 2020. Design and optimization of the dual-channel closed loop supply chain with e-commerce. Sustainability, 12(23), p.10117.
Dincer, H., 2015. Profit-based stock selection approach in banking sector using Fuzzy AHP and MOORA method. Global Business and Economics Research Journal, 4(2), pp.1-26.
Dey, B., Bairagi, B., Sarkar, B. and Sanyal, S., 2012. A MOORA based fuzzy multi-criteria decision making approach for supply chain strategy selection. International Journal of Industrial Engineering Computations, 3(4), pp.649-662.
Kumar Sahu, A., Datta, S. and Sankar Mahapatra, S., 2014. Supply chain performance benchmarking using grey-MOORA approach: An empirical research. Grey Systems: Theory and Application, 4(1), pp.24-55.
Büyüközkan, G. and Göçer, F., 2017, June. An extension of MOORA approach for group decision making based on interval valued intuitionistic fuzzy numbers in digital supply chain. In 2017 Joint 17th world congress of international fuzzy systems association and 9th international conference on soft computing and intelligent systems (IFSA-SCIS) (pp. 1-6). IEEE.
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Thioanda, F., Natalia, F., Ferdinand, F.V., Sudirman, S. and Ko, C.S., 2021. Mobile Application for Asthma Prediction using Fuzzy-Certainty Factor Expert System. ICIC Express Letters, Part B: Applications, 12(9), pp.389-346.
Pamungkas, B.P., Yamanda, S.C., Permana, B., Hendrawan, B. and Sahara, S., 2023. Analisis Dari Dampak Yang Terlihat Pada Perkembangan E-Commerce Di Era Digitalisasi Dan Rantai Pasok Logistik. Jurnal Ilmiah Wahana Pendidikan, 9(15), pp.616-621.
Widjaja, A.E., Yumna, S. and Ashar, A., 2023. Model Manajemen Pemasaran Strategis Baru untuk Kekhususan E-Commerce dalam Rantai Pasokan. Jurnal MENTARI: Manajemen, Pendidikan dan Teknologi Informasi, 2(1), pp.65-72.
Maulina, S., 2023. Optimalisasi Business Intelligence: Kunci Utama Kesuksesan Bisnis pada Era Digital. Available at: https://unair.ac.id/post_fetcher/fakultas-teknologi-maju-multidisiplin-optimalisasi-business-intelligence-kunci-utama-kesuksesan-bisnis-pada-era-digital/.
Laudon, K.C. and Traver, C.G., 2013. E-commerce (pp. 1-912). Boston, MA: Pearson.
Mardiani, E., Suhatmojo, G.T., Nurfaizi, K., Perdana, M.R., Putro, P.D.C., Dhema, S.P. and Prasetyo, Y.D., 2023. Mengembangkan Penjualan UMKM Alby Key dengan Web E-Commerce. Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi), 7(3), pp.383-388.
Wijaya, F.D. and Pakereng, M.A.I., 2023. Perancangan Aplikasi E-Commerce FDW Store menggunakan Metode Lean UX. Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi), 7(2), pp.337-347.
Wali, M., Sudaryanto, A., Utami, U., Fimawahib, L. and Rizal, S., 2021. Pendampingan Pemanfaatan Facebook Business Suite sebagai Upaya Peningkatan Penjualan pada Usaha Bakery. at-tamkin: Jurnal Pengabdian kepada Masyarakat, 4(2), pp.36-43.
Wali, M., Amri, K., Rizal, S. and Salam, A., 2022. Sosialisasi Peluang Home Business dalam Ekonomi Digital. Kawanad: Jurnal Pengabdian kepada Masyarakat, 1(1), pp.24-30.
Revi, A., Parlina, I. and Wardani, S., 2018. Analisis Perhitungan Metode MOORA dalam Pemilihan Supplier Bahan Bangunan di Toko Megah Gracindo Jaya. InfoTekJar: Jurnal Nasional Informatika dan Teknologi Jaringan, 3(1), pp.95-99.
Arabsheybani, A., Paydar, M.M. and Safaei, A.S., 2018. An integrated fuzzy MOORA method and FMEA technique for sustainable supplier selection considering quantity discounts and supplier's risk. Journal of cleaner production, 190, pp.577-591.
AKBAR, A.H.Z., 2022. PEMILIHAN SUPPLIER UBI KAYU UNTUK BAHAN BAKU KERIPIK BALADO DENGAN MENGGUNAKAN PERBANDINGAN METODE MOORA DAN WASPAS (Studi Kasus: Keripik Balado Ane) (Doctoral dissertation, UNIVERSITAS ISLAM NEGERI SULTAN SYARIF KASIM RIAU).
Chand, M., Bhatia, N. and Singh, R.K., 2018. ANP-MOORA-based approach for the analysis of selected issues of green supply chain management. Benchmarking: An International Journal, 25(2), pp.642-659.
Muzakir, M.R., 2021. ANALISIS PERHITUNGAN MENGGUNAKAN METODE MULTI OBJECTIVE OPTIMIZATION ON THE BASIS OF RASIO ANALYSIS (MOORA) UNTUK MENENTUKAN PENGAMBILAN KEPUTUSAN PEMILIHAN SUPPLIER BAHAN BAKU KACANG KEDELAI (Studi Kasus: Pabrik Tahu Mbak Murni) (Doctoral dissertation, Universitas Islam Negeri Sultan Syarif Kasim Riau).
Heckerman, D., 1986. Probabilistic interpretations for MYCIN's certainty factors. In Machine intelligence and pattern recognition (Vol. 4, pp. 167-196). North-Holland.
Widiyastuti, W., Bororing, J.E. and Fitriastuti, F., 2020. APLIKASI SISTEM PENGAMBILAN KEPUTUSAN DALAM MANAJEMEN RANTAI PASOK MENGGUNAKAN METODE ANALYTICAL HIERARCHY PROCESS (AHP) DAN BALANCE SCORECARD (BSC) BERBASIS WEBSITE. Informasi Interaktif, 5(1), pp.19-28.
Heckerman, D., 1992. The certainty-factor model. Encyclopedia of Artificial Intelligence, Second Edition, pp.131-138.
Sembiring, A.S., Manahan, O., Napitupulu, M.H., Hasugian, P.S., Riandari, F., Simanjorang, R.M., Simangunsong, A., Utami, Y. and Sihotang, H.T., 2019, August. Implementation of Certainty Factor Method for Expert System. In Journal of Physics: Conference Series (Vol. 1255, No. 1, p. 012065). IOP Publishing.
Prasad, S., & Sounderpandian, J. (2003). Factors influencing global supply chain efficiency: implications for information systems. Supply Chain Management: An International Journal, 8(3), 241-250.
Chen, X. (2019). Marine transport efficiency evaluation of cross-border e-commerce logistics based on analytic hierarchy process. Journal of Coastal Research, 94(SI), 682-686.
Tirtiroglu, A. G. C. P. E. (2007). To cite this document: A. Gunasekaran C. Patel E. Tirtiroglu,(2001)," Performance measures and metrics in a supply chain environment", International Journal of Operations & Production Management, Vol. 21 Iss 1/2 pp. 71-87. environment", International, 21(1/2), 71-87.
Agarwal, J. and Wu, T., 2015. Factors influencing growth potential of e‐commerce in emerging economies: An institution‐based N‐OLI framework and research propositions. Thunderbird International Business Review, 57(3), pp.197-215.
Mohamad, A.H., Hassan, G.F. and Abd Elrahman, A.S., 2022. Impacts of e-commerce on planning and designing commercial activities centers: A developed approach. Ain Shams Engineering Journal, 13(4), p.101634.
Tedyyana, A., 2015. Implementasi Teknologi Informasi dalam E-Commerce Menuju MEA (Masyarakat Ekonomi Asean). In Seminar Nasional Teknologi Informasi Komunikasi dan Industri.
Suchánek, P. and Bucki, R., 2011. Method of supply chain optimization in E-commerce. Journal of Applied Economic Sciences, 6(3), pp.58-64.
Chang, S., Li, A., Wang, X. and Wang, X., 2022. Joint optimization of e-commerce supply chain financing strategy and channel contract. European Journal of Operational Research, 303(2), pp.908-927.
Xia, L. and Liu, S., 2021. Intelligent IoT-based cross-border e-commerce supply chain performance optimization. Wireless Communications and Mobile Computing, 2021, pp.1-13.
Zhu, L., 2020. Optimization and simulation for e-commerce supply chain in the internet of things environment. Complexity, 2020, pp.1-11.
Wu, M., 2021. Optimization of E-commerce supply chain management process based on internet of things technology. Complexity, 2021, pp.1-12.
Kaoud, E., Abdel-Aal, M.A., Sakaguchi, T. and Uchiyama, N., 2020. Design and optimization of the dual-channel closed loop supply chain with e-commerce. Sustainability, 12(23), p.10117.
Dincer, H., 2015. Profit-based stock selection approach in banking sector using Fuzzy AHP and MOORA method. Global Business and Economics Research Journal, 4(2), pp.1-26.
Dey, B., Bairagi, B., Sarkar, B. and Sanyal, S., 2012. A MOORA based fuzzy multi-criteria decision making approach for supply chain strategy selection. International Journal of Industrial Engineering Computations, 3(4), pp.649-662.
Kumar Sahu, A., Datta, S. and Sankar Mahapatra, S., 2014. Supply chain performance benchmarking using grey-MOORA approach: An empirical research. Grey Systems: Theory and Application, 4(1), pp.24-55.
Büyüközkan, G. and Göçer, F., 2017, June. An extension of MOORA approach for group decision making based on interval valued intuitionistic fuzzy numbers in digital supply chain. In 2017 Joint 17th world congress of international fuzzy systems association and 9th international conference on soft computing and intelligent systems (IFSA-SCIS) (pp. 1-6). IEEE.
Chakraborty, S., Datta, H.N., Kalita, K. and Chakraborty, S., 2023. A narrative review of multi-objective optimization on the basis of ratio analysis (MOORA) method in decision making. OPSEARCH, pp.1-44.
Gunawan, R.D., Ahmad, I., Anggono, H., Vernando, E.H. and Jaya, F., 2022, November. Optimization of Certainty Factor Algorithm to Overcome Uncertainty in Expert System Identification of Pests and Diseases of Cocoa. In 2022 2nd International Conference on Electronic and Electrical Engineering and Intelligent System (ICE3IS) (pp. 310-315). IEEE.
Sunarti, S., Wahyono, I.D., Putranto, H., Saryono, D., Bukhori, H.A., Widyatmoko, T., Rosli, M.S., Shukor, N.A. and Halim, N.D.A., 2022, September. Optimizing the Certainty Factor on K-Nearest Neighbor to Determine the Learning Model during the Pandemic. In 2022 Fifth International Conference on Vocational Education and Electrical Engineering (ICVEE) (pp. 230-235). IEEE.
Thioanda, F., Natalia, F., Ferdinand, F.V., Sudirman, S. and Ko, C.S., 2021. Mobile Application for Asthma Prediction using Fuzzy-Certainty Factor Expert System. ICIC Express Letters, Part B: Applications, 12(9), pp.389-346.
Pamungkas, B.P., Yamanda, S.C., Permana, B., Hendrawan, B. and Sahara, S., 2023. Analisis Dari Dampak Yang Terlihat Pada Perkembangan E-Commerce Di Era Digitalisasi Dan Rantai Pasok Logistik. Jurnal Ilmiah Wahana Pendidikan, 9(15), pp.616-621.
Widjaja, A.E., Yumna, S. and Ashar, A., 2023. Model Manajemen Pemasaran Strategis Baru untuk Kekhususan E-Commerce dalam Rantai Pasokan. Jurnal MENTARI: Manajemen, Pendidikan dan Teknologi Informasi, 2(1), pp.65-72.
Maulina, S., 2023. Optimalisasi Business Intelligence: Kunci Utama Kesuksesan Bisnis pada Era Digital. Available at: https://unair.ac.id/post_fetcher/fakultas-teknologi-maju-multidisiplin-optimalisasi-business-intelligence-kunci-utama-kesuksesan-bisnis-pada-era-digital/.
Laudon, K.C. and Traver, C.G., 2013. E-commerce (pp. 1-912). Boston, MA: Pearson.
Mardiani, E., Suhatmojo, G.T., Nurfaizi, K., Perdana, M.R., Putro, P.D.C., Dhema, S.P. and Prasetyo, Y.D., 2023. Mengembangkan Penjualan UMKM Alby Key dengan Web E-Commerce. Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi), 7(3), pp.383-388.
Wijaya, F.D. and Pakereng, M.A.I., 2023. Perancangan Aplikasi E-Commerce FDW Store menggunakan Metode Lean UX. Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi), 7(2), pp.337-347.
Wali, M., Sudaryanto, A., Utami, U., Fimawahib, L. and Rizal, S., 2021. Pendampingan Pemanfaatan Facebook Business Suite sebagai Upaya Peningkatan Penjualan pada Usaha Bakery. at-tamkin: Jurnal Pengabdian kepada Masyarakat, 4(2), pp.36-43.
Wali, M., Amri, K., Rizal, S. and Salam, A., 2022. Sosialisasi Peluang Home Business dalam Ekonomi Digital. Kawanad: Jurnal Pengabdian kepada Masyarakat, 1(1), pp.24-30.
Revi, A., Parlina, I. and Wardani, S., 2018. Analisis Perhitungan Metode MOORA dalam Pemilihan Supplier Bahan Bangunan di Toko Megah Gracindo Jaya. InfoTekJar: Jurnal Nasional Informatika dan Teknologi Jaringan, 3(1), pp.95-99.
Arabsheybani, A., Paydar, M.M. and Safaei, A.S., 2018. An integrated fuzzy MOORA method and FMEA technique for sustainable supplier selection considering quantity discounts and supplier's risk. Journal of cleaner production, 190, pp.577-591.
AKBAR, A.H.Z., 2022. PEMILIHAN SUPPLIER UBI KAYU UNTUK BAHAN BAKU KERIPIK BALADO DENGAN MENGGUNAKAN PERBANDINGAN METODE MOORA DAN WASPAS (Studi Kasus: Keripik Balado Ane) (Doctoral dissertation, UNIVERSITAS ISLAM NEGERI SULTAN SYARIF KASIM RIAU).
Chand, M., Bhatia, N. and Singh, R.K., 2018. ANP-MOORA-based approach for the analysis of selected issues of green supply chain management. Benchmarking: An International Journal, 25(2), pp.642-659.
Muzakir, M.R., 2021. ANALISIS PERHITUNGAN MENGGUNAKAN METODE MULTI OBJECTIVE OPTIMIZATION ON THE BASIS OF RASIO ANALYSIS (MOORA) UNTUK MENENTUKAN PENGAMBILAN KEPUTUSAN PEMILIHAN SUPPLIER BAHAN BAKU KACANG KEDELAI (Studi Kasus: Pabrik Tahu Mbak Murni) (Doctoral dissertation, Universitas Islam Negeri Sultan Syarif Kasim Riau).
Heckerman, D., 1986. Probabilistic interpretations for MYCIN's certainty factors. In Machine intelligence and pattern recognition (Vol. 4, pp. 167-196). North-Holland.
Widiyastuti, W., Bororing, J.E. and Fitriastuti, F., 2020. APLIKASI SISTEM PENGAMBILAN KEPUTUSAN DALAM MANAJEMEN RANTAI PASOK MENGGUNAKAN METODE ANALYTICAL HIERARCHY PROCESS (AHP) DAN BALANCE SCORECARD (BSC) BERBASIS WEBSITE. Informasi Interaktif, 5(1), pp.19-28.
Heckerman, D., 1992. The certainty-factor model. Encyclopedia of Artificial Intelligence, Second Edition, pp.131-138.
Sembiring, A.S., Manahan, O., Napitupulu, M.H., Hasugian, P.S., Riandari, F., Simanjorang, R.M., Simangunsong, A., Utami, Y. and Sihotang, H.T., 2019, August. Implementation of Certainty Factor Method for Expert System. In Journal of Physics: Conference Series (Vol. 1255, No. 1, p. 012065). IOP Publishing.
Prasad, S., & Sounderpandian, J. (2003). Factors influencing global supply chain efficiency: implications for information systems. Supply Chain Management: An International Journal, 8(3), 241-250.
Chen, X. (2019). Marine transport efficiency evaluation of cross-border e-commerce logistics based on analytic hierarchy process. Journal of Coastal Research, 94(SI), 682-686.
Tirtiroglu, A. G. C. P. E. (2007). To cite this document: A. Gunasekaran C. Patel E. Tirtiroglu,(2001)," Performance measures and metrics in a supply chain environment", International Journal of Operations & Production Management, Vol. 21 Iss 1/2 pp. 71-87. environment", International, 21(1/2), 71-87.