Selection of E-Marketplaces Factors Affecting Indonesian Women's Business Loyalty Using Simple Multi-Attribute Rating Technique (SMART) Method

Indonesian online sales are currently experiencing rapid growth and can provide solutions to the problems of marketing products for Micro, Small, and Medium Enterprises (MSMEs) managed by women entrepreneurs. There are several obstacles in marketing the product, including lack of e-marketplace information, HR skills, product design that is less attractive, and the quality of the goods produced so that it can cause bankruptcy. The sample in this study was taken from MSMEs, managed by women entrepreneurs randomly in Indonesia. This study uses primary data obtained through questionnaire instruments. Data is processed using the Simple Multi-Attribute Rating Technique (Smart) Method. The results of this study found that market services, infrastructure, transaction security, costs, promotions, and value-added services had a positive impact on seller loyalty. Market service is a factor that has the greatest influence on the loyalty of women entrepreneurs in online sellers.