SELECTION OF NEW BRANCH LOCATION FOR CV. AMANDA BROWNIES NEW CAFE: SCOOP & SKOOP IN TASIKMALAYA USING ANALYTICAL HIERARCHY PROCESS (AHP) AND SIMPLE MULTI-ATTRIBUTES RATING TECHNIQUE (SMART) METHOD

• Main Author: Caesarest Ronan Elkana, Levin
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47040
• Institution: Institut Teknologi Bandung

CV Amanda Brownies is a national company engaged in food and beverage its main office is located in Bandung, West Java. CV Amanda Brownies is famous for its main products, Amanda Steamed Brownies that become Bandung signature gift. After successfully expanding its business from a home-scale business to a national-scale business, CV Amanda Brownies wants to open a new business line in the food and beverage industry with the brand name of Scoop & Skoop café. In February 2018, Scoop & Skoop opened its first café on Jalan Ciwastra, Bandung. After received good responses from the customer, Scoop & Skoop have a plan to open a new branch in the city of Tasikmalaya, West Java. For the plan, the management of the café did surveys to find a potential location for Scoop & Skoop cafe in Tasikmalaya, the management obtained three locations that were deemed suitable to be new locations for Scoop & Skoop in Tasikmalaya. For the new location decision making issue, the Scoop & Skoop management has several considerations to assess the selection process. Because there are several criteria for consideration in the decision making process, the situation can be categorized as multiple-criteria decision making problem. Analytical Hierarchy Process (AHP) and Simple Multiple-Attributes Rating Technique (SMART) are one of several methods that can be used to solve multiple-criteria decision making problem. AHP and SMART can combine the qualitative assessment from the decision makers with the quantitative assessment using the data calculation process to give insight to the decision maker to determine the best alternatives option from the weight value. Both AHP and SMART method are easy to do with the help of a counting software like Microsoft Excel, Expert Choice, SPSS and many more, they can be used by different decision makers, and can be used repeatedly as long as the criteria and sub-criteria of assessment is not change. AHP method has advantage from the SMART method. AHP performs a consistency test to validate the quality of data from the questionnaire given by the decision maker, meanwhile SMART method is not, this make the result from the AHP method are more meaningful than the SMART method. The SMART method in this research is used to check the prejudice that could happen from the decision maker. The research began with collecting literature data as a basis for research. For the AHP method, interviews will be conducted with respondent who are directly related to the process of selecting the Scoop & Skoop new location. The result of the interviews will be the start point to determine the criteria and sub criteria that will be used in the decision making process. From the criteria and sub criteria that has been defined, the AHP model will be built for the new location selection process. Therefore, a pairwise comparison questionnaire is made to make a significance comparison between each criteria, sub criteria, and the alternatives location. The result from the questionnaire will be test its validity by the consistency test, and if passed the data result will be processed to find the weight for each criteria, sub criteria, and the alternatives location using Microsoft Excel. For the SMART method, it will use the same model, with the same criteria, sub criteria, and its weight that acquired from the AHP method. The difference will be in the direct-rating assessment conducted by the decision maker toward each criterion, and sub criteria in every alternatives location using a direct-rating questionnaire. The result from the questionnaire along with the weights data from the AHP method before will be computed using the Microsoft Excel to find the weight for the alternatives priority ranking. After the result from both AHP and SMART method are obtained, an analysis will be conduct for the result, The results of this research are the AHP model that can help the process of the Scoop & Skoop business location selection, and the recommended location for the Scoop & Skoop Tasikmalaya branch, West Java.