ARAB ECONOMIC AND BUSINESS JOURNAL 00 (2014) 000–000

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Conference Title

Evaluation Success Factors of E-Commerce Using Fuzzy Analytical

Hierarchy Proccess and Genetic Algorithm for Optimization
Muh Fadli Fauzi Sahlan1, Agus Buono2, Irman Hermadi3
Bogor Agriculture University

ARTICLE INFO ABSTRACT

Article history: Electronic commerce is also called e-commerce is one of the right solutions to improve the economy of
Received 00 December 00 existing communities in developing countries. E-commerce does not require a lot of manpower and time
Received in revised form 00 January 00 so it is suitable for anyone to get started. Indonesia which is one of the most internet users in the world is
Accepted 00 February 00 the cause of rapidly growing e-commerce business in Indonesia. This research method is done by using
fuzzy analytical hierarchy procces (AHP) and genetic algorythm to optimize value that have been obtained
Keywords: from fuzzy AHP. The data from this research is taken from e-commerce that engaged in retail so that
Each keyword to start on a new line business actor in this field can improve its e-commerce service by considering the biggest success factor
that support an e-commerce. Retail is taken here to make the actors in the retail business able to compete
with a large e-commerce company. Also to make e-commerce retail business into a business of interest to
reduce the number of unemployed in Indonesia.
© 2014 xxxxxxxx. Hosting by Elsevier B.V. All rights reserved.

The development of e-commerce in Indonesia became one of the largest

1. Introduction
Electronic commerce is also called e-commerce is one of the right
solutions to improve the economy of existing communities in developing
countries. E-commerce does not require a lot of manpower and time so it
is suitable for anyone to get started. E-commerce entrepreneurs tend to be
active in the virtual world to simply advertise the product you want to sell.
Indonesia which is one of the most internet users in the world is the cause
of rapidly growing e-commerce business in Indonesia. The development
of e-commerce is also supported by various factors, one of which is
infrastructure and equitable development.
in the world due to the widespread use of the internet. The middle class
society in Indonesia which tend to consumptive also become one of the
supporting factor of the development of e-commerce in Indonesia. This is
certainly one of the factors that make electronic commerce into a business
that is in great demand. The healthy development factor of e-commerce is
determined by several factors such as trust, system quality, content
quality, and online service.
The development of e-commerce that continues to increase each year
causes the level of competition among e-commerce increasingly large. To
compete e-commerce users must continue to be active in innovating to
attract customers. Commitment, trust, and satisfaction are the major
determinants of e-commerce choices (Wang et al., 2016). To evaluate the

* Corresponding author. Tel.: +0-000-000-0000 ; fax: +0-000-000-0000.

E-mail address: author@institute.xxx
Peer review under responsibility of xxxxx.

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http://dx.doi.org/10.1016/j.aebj.2014.10.012
2 ARAB ECONOMIC AND BUSINESS JOURNAL 00 (2014) 000–000
success factor of e-commerce can be done by using method fuzzy
analytical hirearchy procces (AHP). The fuzzy set has membership
degrees ranging from 0 (zero) to 1 (one) different from the firm set that
only has a value of 1 or 0. By determining the success factor of e-
commerce businesspeople will be able to evaluate e-commerce systems
that have been applied , for the benefit of its development in the future.
In the AHP method in decision making there are many criteria that are
sunjektif, because it is difficult in determining the weight of each
criterion. AHP (Analytical Hierarchy Process) calculations using a scale
that tends to be single and intolerant. AHP fuzzy method is used to solve
such problems. Fuzzy AHP is used to accommodate the subjectivity of
decision making. By using Fuzzy AHP the subjective weights given by
decision makers will become more flexible and not singular.
1.1. Fuzzy
Fuzzy logic was first introduced by prof. L.A.Zadeh through a scientific
essay entitled "Fuzzy Sets" in 1965 (Wang, 1997). According to Zadeh
(1975), fuzzy logic is one that is used to deal with the concept of partial
truth that is the truth between true and false. However, the magnitude of
the value of kebanaran and error depends on the weight of membership it
has. If in classical logic it is stated that everything has only two
possibilities, "Yes" or "No", "Good" or "Bad", and others. So in classical
logic a state can only have a membership value of 0 or 1. In fuzzy logic it
may be that a situation has two values, "Yes and No", "Good and Bad"
simultaneously, but its value depends on the weight of the membership
owned (Sutojo et al., 2011). Therefore, the fuzzy logic allows a state to
have a membership value between 0 and 1.
The advantage of fuzzy logic is that it can accommodate uncertainty.
Although in principle both fuzzy logic and statistical methods that use the
theory of opportunity are equally addressing the problem of uncertainty.
However, the uncertainty in fuzzy theory is the semantic vagueness of
uncertainty in which a thing can not be determined unequivocally true or
false, whereas in probability theory is randomness ie uncertainty about a
thing because it has not happened (Susilo, 2003). Uncertainty on the
theory of probability that is randomness (ramdomness) will disappear and
change into certainty when the related things happen. While the semantic
vagueness of fuzzy logic will persist (unchanged) even though related
things have occurred. Semantic vagueness arises from a need in which in
real life many things are too complex to be described in strict language.
Another advantage of fuzzy logic according to Kusumadewi (2003) is that
fuzzy logic is very flexible and can work with conventional techniques.
The fuzzy set is a set of elements that have varying degrees of
membership in the set. Ā is the fuzzy set A. The function will map the
elements of a fuzzy set Ā to a real value at interval [0,1]. If X is an
element in the universal set, x is a member of the fuzzy set Ā, and μA is a
value indicating how much the membership level of an element x in a set
A, then the mapping is denoted in the following equation (Navianti et al.
2012)
All tables should be numbered with Arabic numerals. Every table should
have a caption. Headings should be placed above tables, left justified.
Only horizontal lines should be used within a table, to distinguish the
column headings from the body of the table, and immediately above and
below the table. Tables must be embedded into the text and not supplied
separately. Below is an example which the authors may find useful.
Ā={(x,µA)|x∈X}, µA(X1): X →[0,1]
1.2. Analytical Hierarchy Procces (AHP)
According to Saaty in (Marimin 2017) the Analytical Hierarchy Process
(AHP) process was developed by Dr. Thomas L. Saaty of the Wharton
Scholl of Business in the 1970s to organize information and expert
opinion in choosing the most preferred artenatif. The working principle of
AHP is the simplification of a complex, unstructured, strategic, and
dynamic complex into its parts, and arranging in a hierarchy. Then the
importance of each variable is given a subjective numerical value of the
relative importance of that variable relative to another variable (Marimin
2017).
AHP allows users to assign the relative weight value of a multiple
criterion (an intemitive alternative to a criterion), ie by pairwise
comparisons. AHP has many advantages in explaining the decision-
making process because it can be graphically depicted so that it is easily
understood by all parties involved in decision making. With AHP,
complex decision processes can be decomposed into smaller decisions
that can be handled more easily.
Preparation of the hierarchy is done by identifying the knowledge or
information being observed starting from the complex problem that is
described as the main element, and the main element is described again
into the parts again, and so on hierarchically. The sum of these sections
ranges from 5 to 9.
The main hierarchy (Hierarchy I) is the goal / focus / goal to be achieved
or solving the problem / problem being studied. The second hierarchy
(Hierarchy II) is a criterion, which criteria must be met by all alternatives
(settlement) to be eligible to be the most ideal choice, and Hierarchy III is
an alternative or problem solving option. Setting the hierarchy is
something very relative and very dependent on the problems faced. In
more complex cases, you may construct several hierarchies (not just
three), depending on the result of the decomposition done.
Scale 1-9 is set as a consideration in comparing the pairs of elements in
each hierarchy level to an element at the top level. Scale with nine units
can describe the degree to which to distinguish the intensity of the
relationship between elements. This pairwise comparison is done in a
matrix. Matrix is a table to compare elements one with other elements
against a specified criterion.
Table 1.1 The paired pairwise comparison scale
Value Information
1 Vertical factors are equally important with horizontal factors
3 Vertical factors are more important than horizontal factors
5 Vertical factors are obviously more important than horizontal factors
7 Vertical factors are clearly more important than horizontal factors
9 Absolute vertical factors are more important than horizontal factors
2, 4, 6, 8 When in doubt between two adjacent element values
1/ (2-9) Contrary to 2-9 values
All elements are grouped logically and consistently upgraded according to
a logical criterion. A high consistency assessment is necessary in
decision-making matters, in order for the outcome to be accurate.
Consistency to some extent in setting priority limits is necessary to obtain
valid results in the real world. AHP measures the overall consistency of
 ARAB ECONOMIC AND BUSINESS JOURNAL 00 (2014) 000–000
various considerations through a consistency ratio. Consistency ratio
value should be 10% or less. If more than 10 percent, the assessment is
still random and needs to be fixed.
1.3 Genetic Algorithm
In the Genetic algorithm, the search technique is done at once for a
number of possible solutions known as the population. Individuals
present in the population are called chromosomes. The initial
population is formed by generating a number of individuals at
random, while the next population is the result of the evolution of
chromosomes through an iteration process called the generation term.
In each generation, the chromosomes will go through the evaluation
process using a fitness function. The fitness value of a chromosome
shows the level of fitness or chromosome quality in that population.
The next generation is known by the term child (offspring) formed
from the process of reproduction of 2 generations present
chromosomes that act as parent (parent) by using a crossover
operator. In the natural process, sometimes a living being can undergo
a mutation process that will change its original properties. In the
Genetic Algorithm also known operators that can change the genes in
chromosomes in the next generation, this operator is called the
mutation operator. The new generation population is formed by
selecting the fitness value of the parent chromosome and the fitness
value of the child chromosome (offspring) with population size limits
per generation fixed. After several generations, this algorithm will
converge to the best chromosome (Kusumadewi, 2003).
2. Illustrations
The research methodology used for this study has several stages which the
sequence can be seen in the frame work drawings.
Fig. 1 - (a) first picture; (b) second picture.
3. Equations
Equations and formulae should be typed in Mathtype, and numbered
consecutively with Arabic numerals in parentheses on the right hand side
of the page (if referred to explicitly in the text). They should also be
separated from the surrounding text by one space.
 repository host rock formations. Nuclear Engineering & Design, 236, 54.
E
 (1)
  E 
m

J C T  const.   P     1  P 

 E 
  C  
3
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Acknowledgements
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