DECISION SUPPORT SYSTEM OF DISCOUNT PRICING ANALYSIS USING METHOD OF ELIMINATION ET CHOIX TRADUISANT LA REALITE ́ (ELECTRE)

This study implement decision support system approach to determine price  discount using Elimination et Choix Traduisant la Realite (ELECTRE) method. ELECTRE method is widely recognized to have good performance to analyze user behavior criteria. This study simulated consumer behavior which can be affected by the criteria to make a purchase in simulated ecommerce website. Our model contains three parts of matrices analysis: (a) Average value of Discounted price (DP); (b) Average value of Product Brand (PB); and (c) Average value of purchase decision (PD). We used them as main alternatives, eg, price discounts as first alternative (A1), brand discount as second alternative (A2), and purchase discount as third alternative (A3). Based on the results of the dominant aggregation matrix, the study found that the result is dominated by A2 of brand discount. In other words it is recommended to decision maker to focus their discount on certain brand more precisely as a marketing strategy than price discount or purchase discount.