Strategic Development of Online Business Platform Using AHP and QFD: A Case Study of Manado City, Indonesia

Despite the extensive discussions among researchers about online buying business platforms, there remains a significant gap in research focusing on the design of online purchasing platforms. Specifically, there is a lack of studies utilizing the Analytic Hierarchy Process (AHP) and Quality Function Deployment (QFD) methodologies, while also incorporating the perspectives and feedback of customers. The primary objective of this study was to design an online business platform using the AHP and QFD with a specific emphasis on considering consumer desires and incorporating input from professionals. Questionnaires were distributed to fifty respondents in order to collect data. To begin this study, initially the factors influencing customers' desires and motivations for utilising online platforms in their business transactions were identified, as documented in existing literature and previous studies. Subsequently, several criteria were established, defined, and subdivided into sub-criteria. Then the AHP was employed to ascertain the ranking of both criteria and sub-criteria. The Consistency Ratio was calculated to validate the findings, ensuring that the obtained results remained below 0.1. The outcomes of the AHP ranking provided insights into consumer desires and preferences concerning online buying platforms. Subsequently, technical specifications necessary to address these consumer desires using the QFD and House of Quality were examined, considering the input from professionals. Combining consumer desires and technical requirements recommended by professionals gives a significant rating, which served as a crucial guideline for designing an online buying platform. The key findings revealed that warranties, product licenses, and company legality are the primary factors when designing online buying platforms. The significance of this research lies in its contribution to guiding businesses in designing their online platforms, focusing on incorporating warranties, product licenses, and company legality. The practical outcome of this study is to instill trust in customers to make the online purchases due to the presence of legal assurance as well as to encourage businesses to be more innovative in offering warranties, thereby intensifying market competition.