Reearch Paper on DECISION SUPPORT SYSTEM OF DISCOUNT PRICING ANALYSIS USING ELIMINATION AND CHOICE TRANSLATIONAL METHOD (ELECTRE)

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Title: DECISION SUPPORT SYSTEM OF DISCOUNT PRICING ANALYSIS USING ELIMINATION AND CHOICE TRANSLATIONAL METHOD (ELECTRE)

Abstract: The expansion of e-commerce site operators in Indonesia is currently confronted by fierce competition for defending the market segment, particularly regarding how e-commerce sites are luring customers with tailored marketing tactics. In this study, the Elimination et Choix Traduisant la Realite (ELECTRE) method is used to implement a decision support system approach to assist marketers in identifying price discount alternatives. Although there is little information about discount analysis using the ELECTRE method, it is well known that the ELECTRE method performs well when analyzing customer behavior criteria. The method for simulating consumer behavior used in this study can be affected by the requirements for making a purchase on a fake e-commerce website. Three aspects of the matrices’ analysis are estimated by our model: the average value of the discounted price (DP), the average value of the product brand (PB), and the average value of the purchase decision (PD). As the primary alternatives, we used brand discounts as the second alternative (A2), purchase discounts as the third alternative, and price discounts as the first alternative (A1) (A3). The study discovered that brand discounts dominate the outcomes based on the results of the dominant aggregation matrix (A2). In other words, as a marketing strategy, it is advised for the decision-maker to concentrate their discount on specific brands rather than a price reduction or a purchase discount.

Keywords: electre, price discount, decision support system (DSS)

Paper Quality: SCOPUS / Web of Science Level Research Paper

Paper type: Analysis Based Research Paper

Subject: Computer Science

Writer Experience: 20+ Years

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