Analisis Prioritas Marketplace bagi UMKM Indonesia berbasis ARAS

Itishom Al Khoiry; Ika Menarianti; Noventia Karina Putri

doi:10.30872/atasi.v5i1.4461

Authors

Itishom Al Khoiry Universitas Persatuan Guru Republik Indonesia Semarang
Ika Menarianti Universitas PGRI Semarang
Noventia Karina Putri Universitas PGRI Semarang

DOI:

https://doi.org/10.30872/atasi.v5i1.4461

Keywords:

ARAS, Digital Marketplace, Decision Support System, MCDM, MSMEs

Abstract

Indonesia’s Micro, Small, and Medium Enterprises (MSMEs) play a vital role in economic growth and employment generation. However, many MSMEs encounter persistent challenges in adopting digital platforms due to limited digital literacy, low online visibility, and constrained resources, which reduce their competitiveness in digital markets. Although digital marketplaces offer significant opportunities to expand market reach and improve business performance, selecting an appropriate platform remains a critical decision for MSMEs. This study applies the Additive Ratio Assessment (ARAS) method as a multi-criteria decision-making approach to evaluate and rank digital marketplace alternatives. Five evaluation criteria are considered, namely features, operational cost, user-friendliness, customer support, and transaction security. Data were collected through questionnaires administered to MSME sellers operating across selected marketplaces. The ARAS analysis reveals clear differences in utility values among marketplace alternatives, indicating variations in overall performance across the evaluated criteria. These findings demonstrate the capability of the ARAS framework to support structured and objective marketplace selection and provide practical insights for MSMEs to enhance digital adoption, competitiveness, and long-term sustainability in Indonesia’s digital economy.

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