E-Commerce Supply Chain Optimization with the MOORA Method and Certainty Factor

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