Online Shop Recommendations: Decision Support System Based on Multi-Objective Optimization on the Basis of Ratio Analysis

Business technological advancement facilitates human activities through online shopping. The number of online shops in the marketplace offers many kinds of products with attractive marketing strategies; thus, the customers are confused with the product comprising. Therefore, this research tries to provide an optimal online shop recommendation as an alternative solution. The Decision Support System (DSS) approach on management model applied Multi-Objective Optimization on the Base of Ratio Analysis (MOORA) for the analytical calculation by considering several criteria, including price, rating, discount, a product sold, and response chat. It reveals the ranking of fifty online shops in the marketplace as the maximum alternatives' product recommendations. Thus, the customers will be smartly guided to choose the high-quality product at the greatness services of an online shop. The mechanism of DSS based on MOORA was applied through the construction of a prototype system, namely DSS-MyProduct. DSS-MyProduct suggests the buyers with optimal products and the greatest online shop choice for shopping. The application has been tested by using Blackbox and User Acceptance Test (UAT) testing, which indicated that the application could perform the functions and operational procedures appropriately. 83.4% of users agreed that this DSS-MyProduct aids them in deciding on the optimal choice preferred in shopping. The comparison of user manual selection and system calculation shows a positive outcome on the accuracy of the system. Hence, this application can be used by the marketplace as a smart recommendation tool for product selection.