• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2020 > Volume 8 Number 3 (Aug. 2020) >
JOEBM 2020 Vol.8(3): 219-223 ISSN: 2301-3567
DOI: 10.18178/joebm.2020.8.3.640

Determining Critical Factor in Coffee-to-Go Business Using Analytical Hierarchy Process (AHP): A Case Study in Jakarta Coffee Industry

M. Fauzan, Y. Jerry, N. Allessandro, and S. Aldino

Abstract—Coffee-to-go is a cup of coffee that is brewed at a coffee shop but is taken somewhere else to be consumed. Coffee-to-go business becomes a phenomenon in Indonesia. Abundant coffee-to-go merchants arise with their own characteristics and specialty. Competition in the red ocean market force owner of coffee-to-go business has to obtain competitive advantage among competitors. One solution to lead in the competition provides a suitable business value corresponding to customer wants. This paper discusses critical factors to establish a coffee-to-go business by using Analytical Hierarchy Process (AHP). We conduct this research by having three factors to be analyzed, for instance, menus, service order, marketing, and promotion with its own sub-criteria. Based on this research, the critical factors that customers considered in buying coffee-to-go are consistency with flavor, variation of payment method, and ease of ordering. These factors are important in order to establish a coffee-to-go shop.

Index Terms—MCDM, AHP, coffee, critical factor, coffee-to-go, Indonesia.

M. Fauzan, Y. Jerry, N. Allessandro, and S. Aldino are with the Industrial Engineering, Universitas Indonesia, Depok, Indonesia (e-mail: Muhammad.fauzan64@ui.ac.id, Jerry.yudhatama@ui.ac.id, allessandro.nazzario@ui.ac.id, Aldino.syaputra@ui.ac.id).

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Cite:M. Fauzan, Y. Jerry, N. Allessandro, and S. Aldino, "Determining Critical Factor in Coffee-to-Go Business Using Analytical Hierarchy Process (AHP): A Case Study in Jakarta Coffee Industry," Journal of Economics, Business and Management vol. 8, no. 3, pp. 219-223, 2020.

Copyright © 2020 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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