PENGAMBILAN KEPUTUSAN MULTI KRITERIA DALAM PEMILIHAN LOKASI USAHA TOKO AULIA HIJAB DI KABUPATEN MALANG

This study aims to assist Aulia Hijab business owners in making decisions about choosing the fourth store location by considering several criteria, namely cost, proximity to market share, road access and proximity to competitors. Each criterion has sub-criteria, namely shop rental costs and shop purchase costs, proximity to consumers, educational institutions and settlements, busy roads and ease of distribution and close to competitors and far from competitors. The alternative locations considered are Gondanglegi, Kepanjen and Bululawang. Respondents in this study amounted to 3 respondents using the AHP method and the assistance of Spicelogic software, with a Consistency Ratio value <0.1 which means that the assessment of all respondents is consistent and the results can be considered valid. The results of this study indicate that cost is the most considered factor in choosing the location of the Aulia Hijab store and Gondanglegi is the main alternative to be used as the location of the Aulia Hijab store in Malang Regency.