Analysis of the decision on the fresh milkfish purchase by using Analytic Hierarchy Process method (AHP)

Universitas Muhammadiyah Sidoarjo, Industrial Engineering Department, Jl. Mojopahit 666 B, Sidoarjo 61271, Jawa Timur, Indonesia

^* Corresponding author: ribangunbz@umsida.ac.id

Abstract

The milkfish buying decision of the customers in traditional markets has a variety of purposes; it is based on the interests of each customer. However, the selection made generally has the same reason, that is on the basis on the quality of the milkfish. Different harvesting process leads to different quality of the fish catch, therefore the milkfish purchasing becomes an interesting phenomenon to be conducted as a research. This study aims to find out the reason of the customers in making decision to buy milkfish by examining the alternative choice of three harvesting ways such as the process of harvesting by using the net, mérék (pushing the milkfish to a one point), ngesat ( draining the pond), by looking at the quality of milkfish which is categorized from the texture, gills, eye, smell and mucus on the surface of the body. This study uses Analytic Hierarchy Process (AHP) method. The finding shows that harvesting by using mérék (pushing milkfish to one point) results good quality of fish catch seen from the texture of milkfish, gills, and smell.