Using The Fuzzy Ahp Methodology In Customerâs Purchasing Decision-making Process Based On Marketing Mix 4ps

Abstract

In purchasing process, whether in traditional or online, we face the problem of comparison and decisionmaking. Also given the fact that the main criteria which are considered by most customers in purchasing process are marketing mix (4Ps), so we take into consideration these criteria as the main criterion. Moreover, lack of certainty and definability of these criteria in fuzzy form lead us to model customer's purchasing decision-making process by using the fuzzy AHP methodology.

Analysis of Customer’s Intention of Meituan Delivery

“…Customers are more likely to purchase products with promotions. Basirat and Ana have verified that promotion influences marketing performance in their research [10,11]. In 2022, Desi demonstrated that promotion has a significant influence on customers' purchasing intention by using a survey and SPSS application [13].…”

“…It means that a better place can promote customers' purchasing intention. In 2021, Basirat and Desi demonstrated that place promotes customers' purchasing intentions [10,13]. However, Ana has argued in the research that place doesn't influence marketing performance [11].…”

“…Numerous studies have been published that evaluate the 4P (Price, Product, Place, and Promotion) Marketing Mix Theory's function. In 2011, Basirat et al examined how the customers make decisions based on Marketing Mix (4Ps) by using fuzzy AHP methodology [10]. Nine years later, Ana investigated how the Marketing Mix Theory affected the Tenun Ikat industry's marketing product performance in Bandar Kediri by drawing on the concept of Survey and SPSS application [11].…”