Penentuan Lokasi Penjualan Keripik Singkong Cap XXX dengan Menggunakan Metode AHP (Analytic Hierarchy Process)

Abstract

The study aims to discover and find the potential location in marketing the cassava chips from UD. Rezeki Baru, with brand of Rumah Adat Minang Khas Medan based on the determined factor. Several literature studies stated that there are certain factors affect the selection of business location. The factors are criminal level including robbery and theft; means and infrastructure including road and transportation; facilities involving restaurant and house of worship. Furthermore, the factors also concern about environment involving land and flood condition, and social economy including total population and education level. A good location has a low criminal level and reachable access to marketing area. The research employs the data which are obtained from the direct observation, interview, and distributes questionnaire to the consumer. A total of 30 respondents were selected through the simple random sampling method, namely the entire elements is given a similar chance to be selected as sample. Data processing technique is conducted after establishing the hierarchy structure then every criteria is calculated the weight for its consistency and its priority manually by using AHP (Analytical Hierarchy Process) method. The result indicates that the potential location to marketing the cassava chips based on the most influenced criteria are: Sisingamaraja Road, Medan as the first option with the value as 0.5074 (50.74%), Amaliun Road, Medan to be selected as the second option with the value as 0.2486 (24.86%), then Halat Road, Medan for the third option with the value as 0.2441 (24.41%).