Optimasi AHP dalam mendukung UMKM di Bangka Belitung dalam memanfaatkan E-Commerce

Main Article Content

Hilyah Magdalena
Syafrul Irawadi



E-commerce is a breakthrough in doing business in a digital platform that offers many advantages over conventional business transactions. Indonesia as a country with the sixth largest internet users trying to use the internet as a new way of doing business. The Indonesian government also seriously supports e-commerce with the issuance of Presidential Regulation No. 74 of 2017 in August 2017 on electronic map of electronic commerce (Road Map E-Commerce) of the Year 2017-2019. With great support from the Government, e-commerce can improve business transactions in Indonesia including for small and medium businesses in Bangka Belitung. Currently UMKM business development is quite good but not many who take advantage of e-commerce as a way to improve and expand the business. This study aims to analyze the factors that encourage or hamper business actors in Bangka Belitung SME utilizing e-commerce. This research uses Analytical Hierarchy Process (AHP) methodology to construct hierarchically those factors. This research produces several factors that become the main concern of business in utilizing e-commerce, that is technology constraint with weight 33,2%, with sub most influential criteria is information technology mastery factor with weight equal to 38,6%. While the type of business is the most widely is a typical food production business that reaches weight of 38.8%.


Download data is not yet available.


[1]     Republik Indonesia. Peraturan Presiden Republik Indonesia 

         Nomor 74 Tahun 2017 Tentang Peta Jalan Sistem Perdagangan Nasional Berbasis Elektronik (Road Map E-Commerce) Tahun 2017 - 2019.

[2]    T. Pradiani. "Pengaruh Sistem Pemasaran Digital Marketing Terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan,” Jurnal Jibeka. vol. 11 No.2, pp. 46–53, 2017.

 [3]   P. T. Aji, W. W. Winarno, and P. I. Santosa, “Identifikasi Faktor Penyelaras Strategi Bisnis Dengan Strategi Teknologi Informasi (Studi Kasus: Pada Usaha Kecil dan Menengah di Daerah Istimewa Yogyakarta),” in Seminar Nasional Ilmu Komputer (SNIK 2015) - Semarang, 2015,  pp. 175–180, 2015.

[4]    D. Caesaron, “Penentuan Strategi Pembinaan UMKM Provinsi DKI Jakarta Dengan Menggunakan Metode AHP TOPSIS,” Jurnal Metris vol. 15, pp. 77–82, 2014.

[5]    F. Rulhudana, “Pola Penggunaan TIK Di Manajemen Bisnis UKM (Studi Kasus pada UKM Buana Property di Provinsi Bali),” Jurnal Penelitian Komunikasi dan Opini Publik. vol. 19 No. 2,  pp. 113-126, 2015

[6]    A. B. P. Irianto, “Pemanfaatan Social Media Untuk Meningkatkan Market Share UKM,” Teknomatika, vol. 8, No, no. 1, pp. 1–12, 2003.

[7]    T. L. Saaty, “Better world through better decision making,” Proc. Int. Symp. Anal. Hierarchy Process 2013, pp. 1–9, 2013.

[8]    A. Riahi and M. Moharrampour, “Evaluation of Strategic Management in Business with AHP Case Study: PARS House Appliance,” Procedia Econ. Financ., vol. 36, no. 16, pp. 10–21, 2016, https://doi.org/10.1016/S2212-5671(16)30011-9. https://doi.org/10.1016/S2212-5671(16)30011-9

[9]    C. N. Van, L. T. Tu, "Impact of E-Commerce Website On Small Tourism Enterprises In Quang Binh, Vietnam,” Journal of Asian Business Strategy. vol. 6, no. 10, pp. 221–225,2017, https://doi.org/10.18488/journal.1006/2016.6.10/1006.10.221.225. https://doi.org/10.18488/journal.1006/2016.6.10/1006.10.221.225

[10] Y. M. Li, C. Te Wu, and C. Y. Lai, “A social recommender mechanism for e-commerce: Combining similarity, trust, and relationship,” Decis. Support Syst., vol. 55, no. 3, pp. 740–752, 2013, https://doi.org/10.1016/j.dss.2013.02.009. https://doi.org/10.1016/j.dss.2013.02.009

[11] G. Kou, X. Chao, Y. Peng, L. Xu, and Y. Chen, “Intelligent Collaborative Support System for AHP-Group Decision Making,” Studies in Informatics and Control. vol. 26, no. June, pp. 131–142, 2017. https://doi.org/10.24846/v26i2y201701

[12] L. Jiang, J. Wang, S. Ye, and L. Su, “Application of Group Analytical Hierarchy Process on E-Commerce Performance Evaluation Considering Expert Weight,” International Journal of Hybrid Information Technology. vol.7, No.5 (2014), pp.351-362, 2014, http://dx.doi.org/10.14257/ijhit.2014.7.5.32. https://doi.org/10.14257/ijhit.2014.7.5.32

[13] S. K. Jamali, B. Samadi, and G. Marthandan, “Prioritizing electronic commerce technologies in Iranian family SMEs,” Interdiscip. J. Contemp. Res. Bus., vol. 6, no. 2, pp. 147–180, 2014.

[14] M. Toğlukdemir, E. Tuygan, H. E. Yeşil, and G. Kayakutlu, “Evaluating Business Success Through Social Media Strategies Using AHP,” in Proceedings of the Federated Conference on Computer Science and Information Systems ACSIS, Vol. 8, pp. 1397–1401, 2016. https://doi.org/10.15439/2016F269

[15] K. Taş, Y. Ahangari Nanehkaran, “Evaluation of E-Commerce Service Quality Using the Analytic Hierarchy Process,” International Journal of Scientific & Engineering Research, vol. 4, Issue 8, pp. 2147–2153, 2013, https://doi.org/10.1109/CICC-ITOE.2010.39. https://doi.org/10.1109/CICC-ITOE.2010.39

[16] D. K. Singh, A. Kumar, and M. K. Dash, “Using Analytic Hierarchy Process To Develop Hierarchy Structural Model Of Consumer Decision Making In Digital Market,” Asian Academy of Management Journal. vol. 21, No. 1, pp.111–136, 2016.

[17] L. Feng, “Analysis of Cross-border E-commerce Operating Performance Based on FAHP,” Journal of Advances in Information Technology. vol. 8, No. 2, pp. 121–125, 2017. https://doi.org/10.12720/jait.8.2.121-125

[18] M. L. R. Varela, A. F. Araújo, G. G. Vieira, V. K. Manupati, and K. Manoj, “Integrated framework based on critical success factors for e-Commerce,” J. Inf. Syst. Eng. Manag., vol. 2, No. 1, p. 9, 2017, http://dx.doi.org/10.20897/jisem.201704. https://doi.org/10.20897/jisem.201704

[19] T. Arar, “Specifying the Determinants of Brand Value by Using AHP Method,” International Journal of Academic Research in Accounting, Finance and Management Sciences Vol. 7, No.1, pp. 98–106, 2017, http://dx.doi.org/10.6007/IJARAFMS/v7-i1/2574. https://doi.org/10.6007/IJARAFMS/v7-i1/2574

[20] T. Saaty and L. G. Vargas, “Models, Methods, Concepts & Applications of the Analytic Hierarchy Process,” Int. Ser. Oper. Res. Manag. Sci. 175 Springer Sci. Media New York, 2012.