Internet Marketing in E-Commerce: Maximizing Online Success Using TOPSIS Method

Abstract

Internet marketing, also referred to as web marketing, online marketing, or e-marketing, is the process of advertising products or services online. Media are available to a global audience thanks to the Internet. The interactive nature of Internet marketing, which prompts immediate answers, is what makes it stand out from other forms of media. Internet marketing is sometimes regarded to have a broad meaning because it includes marketing that is done via e-mail and wireless media in addition to marketing on the Internet. The exchange of goods and services, or the transfer of money or data, over an electronic network—most notably the internet—is known as electronic commerce. Digital customer data management and electronic customer relationship management systems are also included. These business transactions may be B2B, B2C, C2C, or C2B (business-to-business, consumer, or business-to-business). It's common to use the terms e-business and e-commerce interchangeably. Making a decision includes deciding which e-commerce site is best. The current ranking system doesn't rate each website based on user pleasure. Additionally, considering the multiple attribute decision making (MADM) approaches and the volume of studies committed to finding the most significant influencing factors for online customer satisfaction ,it becomes vital to determine the relative importance of website quality attributes based on both user feedback and manager interests. In this study, cash payments come in top, and prepaid cards with a 6- to 24-hour validity period come in last. Using this methodology, our study evaluated several e-commerce tactics and ranked them according to their effectiveness. The TOPSIS MCDM theory's techniques and methods. In order to rank e-commerce websites, the evaluation is done by conducting a survey on the opinions of online visitors. The goal of this research is to evaluate e-commerce websites based on the level of customer satisfaction. We suggest a factor structural model of influence on customer satisfaction.