Turkish Journal of Computer and Mathematics Education
Journal license

Journal

Turkish Journal of Computer and Mathematics Education


Volume
& Issue

Volume 12, Issue 3


Published
on

April 5, 2021


Pages

1981-1986


DOI

Article

Selection of Trusted Organic Food Sellers on Instagram Using Fuzzy Analytic Hierarchy Process


Authors

Ramona Ramli* Affiliation:
College of Computing and Informatics, Universiti Tenaga Nasional, 43000 Kajang, Selangor
, Ahmad Zulqarnain Mohamed Ibrahim Affiliation:
College of Computing and Informatics, Universiti Tenaga Nasional, 43000 Kajang, Selangor
, Asmidar Abu Bakar Affiliation:
College of Computing and Informatics, Universiti Tenaga Nasional, 43000 Kajang, Selangor
and Abdul Hadi Mohamad Affiliation:
Malaysian Institute of Information Technology, Universiti Kuala Lumpur, 50250 Kuala Lumpur; College of Computing and Informatics, Saudi Electronic University, 13316 Riyadh


Abstract

The awareness of a healthy lifestyle, particularly in food intake, has resulted in the visibility of organic food products. Most of the organic food products are local-based and home-grown. The popularity of Social Network Sites (SNSs) opens the opportunity for organic food sellers to educate, promote, and market their products to customers. However, the credibility of organic food sellers remains as barriers for customers to purchase from them. In this study, we investigate the organic food sellers selection problem, and the Fuzzy Analytic Hierarchy process method is applied to determine the most trusted sellers. Organic food sellers with the highest priority weight will be selected as trusted sellers. The results of the study are expected to be used by organic food sellers to improve their business operations. At the same time, the results will serve as guidelines for customers to evaluate the trustworthiness of organic food sellers.


Keywords

Fuzzy AHP, Organic Food, Social Network Sites, Instagram, Trust


Citation

Ramli, R., Ibrahim, A. Z. M., Bakar, A. A., & Mohamad, A. H. (2021). Selection of trusted organic food sellers on instagram using fuzzy analytic hierarchy process. Turkish Journal of Computer and Mathematics Education, 12(3), 1981–1986.

Published by: Engineering Journals

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