Kajian Analytic Hierarchy Process (AHP) dalam Menentukan Posisi Merek Handphone Berdasarkan Persepsi Produsen dan Konsumen terhadap Kriteria Handphone

Abstract

ABSTRACT Analytic Hierarchy Process (AHP) is a decision making method in determining choice priority from any priority. Here is the algorithm in solving decision problem by using Analytic Hierarchy Process, that is determine the goal and make a structur of problem that will be researched, make a pair-wise comparison matrix which has a goal to find the weight of criteria and then the weight will be used to find the weight of alternatives from every criteria with making normal geometric mean of respondent opinion, find the value of eigen vector maximum and eigen vector be normal from matrix in advance and finally do consistency test toward the weight of criteria and alternative in condition ( ). Study of AHP at this research is determining position of handphone brand according to perception of producer and consumer toward handphone criteria. According to AHP analysis, get a conclusion that Samsung is the first alternative (58,4%), the second position is Oppo (24%) and the third position is Sony (17,6%). Keywords: Analytic Hierarchy Process, Matrix, Validity, Reliability