Usability evaluation of start-up business platform using fuzzy SWARA–WASPAS: a case of Indonesian e-commerce

Purpose This study evaluates the usability of two Indonesian e-commerce platforms to determine whether user preferences are based on usability or other factors. Design/methodology/approach The research applies the Fuzzy Step-wise Weight Assessment Ratio Analysis (SWARA) and Weighted Aggregated Sum Product Assessment (WASPAS) integration methods. Data were collected through questionnaires distributed to users who have experience with both platforms. The usability criteria include trust, shopping support, efficiency, design and satisfaction, derived from existing studies on e-commerce usability. Findings The analysis revealed significant differences in usability criteria rankings between the platforms. For platform P, shopping support ranked highest, followed by trust, satisfaction, efficiency and design. Conversely, platform S showed trust as the top-ranked criterion, followed by efficiency, shopping support, design and satisfaction. These variations highlight unique usability strengths and areas for improvement in each platform. Research limitations/implications The study focuses on a specific region and user group, which may limit the generalizability of the findings. Practical implications Insights from this study can guide e-commerce developers in enhancing platform usability by addressing specific criteria prioritized by users. Social implications Improved usability can foster better user experiences, potentially increasing digital inclusivity and e-commerce adoption. Originality/value This study employs a hybrid Fuzzy SWARA–WASPAS method for usability evaluation, offering a novel approach to prioritize and rank usability factors in e-commerce platforms. It contributes to the limited body of research that integrates these methods in the context of usability.