laporan anp ip 7
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CHAPTER I
INTRODUCTION
1.1. Description of the Problem
Yogyakarta known as the city of education and cultural, this city is one of the tourism
destinations in Indonesia which has evolved from various sectors of the economy
especially sector trade. That is developing counter handphone and pre-paid voucher.
By year to year the business has been moving up significantly, due to the need of
communication via mobile phones has changed, from the tertiary to the primary needs.
The purpose of this research is to know the characteristics counter, encircle the
development pattern how counter handphones and pre-paid voucher. Research method
is used methods or observation, logging and measurement in the field, making border
areas pengcoveran and doing interviews with those who are considered to be aware of
the existence counter in Yogyakarta with the method data analysis descriptive
statistics. When viewed from the place of business ownership status, they prefer to rent
a place (62%) to built their counter. While according to business areas, housing area
are very interested for the successful business counter handphone and pre-paid voucher
in Yogyakarta (30.2%), with the kinds of business places is a kiosk (91.7%). For the
location is divided into six counter type, from the six types of location was chosen
location hook ( corner) (38%), while for size counter was built with size < 5 m²
(67.4%). In the election type way, 48.9% choose location along the way page or
protocol. Counter handphones and pre-paid voucher in Yogyakarta is not only are
concentrated in one place, but spread in all sub-districts that there is in Yogyakarta.
Encircle counter handphone and pre-paid voucher generally found in along the
network urban Yogyakarta. In the network with accessibility that was generally there
are many shops and office buildings or other centers such as hospitals, hotels lodging,
campus. From the result of the research can be concluded that the distribution counter
handphone and pre-paid voucher more standing in the region, with high accessibility ,
and also the region, with its population density facilities services (Dwi Istanto, Analisis
Pola Persebaran Counter Handphone dan Voucher Isi Ulang di Kota Yogyakarta ,
2010)
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Economic geography in an era of global competition involves a paradox. It is
widely recognized that changes in technology and competition have diminished many
of the traditional roles of location. Resources, capital, technology, and other inputs can
be efficiently sourced in global markets. Firms can access immobile inputs via
corporate networks. It no longer is necessary to locate near large markets to serve them.
Governments are widely seen as losing their influence over competition to global
forces. It is easy to conclude, then, that location is diminishing in importance (Michael
E. Porter; Location, Competition, and Economic Development: Local Clusters in a
Global Economy )
Clusters occur in many types of industries, in smaller fields, and even in some
local industries such as restaurants, car dealers, and antique shops. They are present in
large and small economies, in rural and urban areas, and at several geographic levels
(e.g., nations, states, metropolitan regions, cities). Clusters occur in both advanced and
developing economies, although clusters in advanced economies tend to be far more
developed (Porter, 1998b). Cluster boundaries rarely conform to standard industrial
classification systems, which fail to capture many important actors in competition and
linkages across industries. Because parts of a cluster often are put into different
traditional industrial or service categories, significant clusters might be obscured or
even unrecognized. In Massachusetts, for example, there proved to be more than 400
companies connected in some way to medical devices, representing at least 39,000
highpaying jobs. The cluster was all but invisible, buried in several larger and
overlapping industry categories such as electronic equipment and plastic products.
1.2. Problem Formulation
1. What node and cluster that affect the decision making of finding the location of
new branch problem in Anima Cellular?
2. How is the analysis result and recommendation after selecting an alternative using
ANP?
1.3. Research Objective
1. To know the clusters and alternative solutions to the problems that affecting the
decision making “Finding the location of the new Branch of Anima Celluler”.
2. To know the result of the analysis and recommendations of solutions to problems
using ANP
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CHAPTER II
LITERATURE REVIEW
2.1. Deductive Study
2.1.1. ANP (Analytical Hierarchy Process)
The Analytic Network Process (ANP) is a generalization of the Analytic
Hierarchy Process (AHP), by considering the dependence between the elements
of the hierarchy. Many decision problems cannot be structured hierarchically
because they involve the interaction and dependence of higher-level elements in
a hierarchy on lower- level elements. Therefore, ANP is represented by a network,
rather than a hierarchy. (Saaty, 2005). In the ANP there is some important things
that could be considered in the observation and the relationships of the structure,
there are inner dependence, outter dependence, and supermatriks. Inner
dependence is describes relationships in which members of the group are
mutually dependent on the others. This concept differs from a dependence
relationship, where some members are dependent and some are not. Outer
dependence is the relationship that come from the different cluster. Supermatrix
is 2×2 block matrix with entries in a superalgebra (or superring). The most
important examples are those with entries in a commutative superalgebra (such
as a Grassmann algebra) or an ordinary field (thought of as a purely even
commutative superalgebra) (Wikipedia, 2014). And the last, we can used super
decision application to get the pairwise comparison and consistency test for the
ANP method. Herewith the pairwise comparison scale
Table 2.1 Pairwise comparison scale
Importance
Rating Definition Explanation
1 Equally Importance Both factor are equallyimportant
3 A bit more importantOne factor is a bit more
important than other.
5 Much more importantOne factor is much
more important than other.
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Importance
Rating Definition Explanation
7 Very more importantOne factor is very more
important than other.
9 Absolutely importantOne factor is absolutely
important than other.
2,4,6,8The considerations score
which nearly close
It is given when both of
elements are considered
nearly close with certainOpposite a ij =1/ a ij When i-activity achieves one number compared by j-activity,
then j reverse with i.2.1.2. Deciding Location
Based on Michael E. Porter Research on Location, Competition, and
Economic Development: Local Clusters in a Global Economy, The
prevalence of clusters reveals important insights about the microeconomics
of competition and the role of location in competitive advantage. Even as old
reasons for clustering have diminished in importance with globalization, new
influences of clusters on competition have taken on growing importance in
an increasingly complex, knowledge-based, and dynamic economy.
2.2. Inductive Study
Michael E. Porter location problem propose an evaluation model or method used
Clustering process. Clusters have long been part of the economic landscape, with
geographic concentrations of trades and companies in particular industries dating
back for centuries. The intellectual antecedents of clusters date back at least to
Marshall (1890/1920), who included a fascinating chapter on the externalities ofspecialized industrial locations in his Principles of Economics. A cluster is a
geographically proximate group of interconnected companies and associated
institutions in a particular field, linked by commonalities and complementarities. The
geographic scope of clusters ranges from a region, a state, or even a single city to
span nearby or neighboring countries (e.g., southern Germany and German-speaking
Switzerland). The geographic scope of a cluster relates to the distance over which
informational, transactional, incentive, and other efficiencies occur
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Clusters represent a new way of thinking about national, state, and local
economies, and they necessitate new roles for companies, for various levels of
government, and for other institutions in enhancing competitiveness. For companies,
thinking about competition and strategy has been dominated by what goes on inside
the organization. Clusters suggest that a good deal of competitive advantage lies
outside companies and even outside their industries, residing instead in the locations
at which their business units are based. This creates important new agendas for
management that rarely are recognized. For example, clusters represent a new unit
of competitive analysis along with the firm and industry. Cluster thinking suggests
that companies have a tangible and important stake in the business environments
where they are located in ways that go far beyond taxes, electricity costs, and wage
rates. The health of the cluster is important to the health of the company. Companies
might actually benefit from having more local competitors. Trade associations can
be competitive assets, not merely lobbying and social organizations.
Basically cluster itself is the most important thing in the ANP. Whereas in our
research, we conducted in Anima Counter house of production. We used Analytical
Network Process (ANP) method to solve the problem about finding the location of
the new branch. The observation has been done by direct ly observe to collecting the
data, interview, and giving questionnaire directly in the company. Interviewing
what is the problem, the expert profile, and the company profile. Then the last,
giving questionnaire to know how is the pairwise comparison and the consistency
of the expert, is it consistent or not using super decision application.
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CHAPTER III
RESEARCH METHOD
3.1. Object of the Research
This reseach takes place at “Anima Cellular”, s hop located on Jalan Kaliurang km.14,
Ngaglik. It is small shop but have good management in marketing. The researcher did
a research about their development in business and from the expert researcher know
they want to open new branch. The problem is to decide the best location to open new
branch of Anima Cellular. Some consideration need to research so they can choose
better location for a their long term business development.
3.2. Collecting Data Method
In this research, the researcher did an observation. The researchers went to “Anima
Cellular” on Jalan Kaliurang km.14, observed the shop directly, give importance rating
questionnaire and did some interviews with the owner.
3.3. Types of Data
There are two types of data in this research, which are:
3.1.1. Primary Data
The primary data is from the result of observation. After observing and doing
some interviews, researcher found that there are some consideration before open
some new branch. When they decide to open new branch, there must be problem
they will overcome. The problem like the demand of customer who needs their
item, the accessibility to go to their shop, competitors, and so on. There are many
smartphone and accessories shop in Yogya and the competition are very tight
now. Anima Cellular of course involved in this competition also, so they need
to consider some important factors before decide their new location.
3.1.2. Secondary Data
Secondary data in this research is using literature based from ANP module and
journal. Researcher used ANP module as a support when calculate using ANP
method. Researcher used journal as support for inductive study, deductive study,
made a structure for cluster and nodes.
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3.4. Flowchart
Figure 3.1 Flowhart of ANP
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In this research, there are some steps to do which are identifying the problem,
constructing the model, determining the connection, processing the data, supermatrix
formation, selecting the best alternatives, analyzing the result, and taking a conclusion.
1. In identifying the problem, the researcher did the observation by coming to the
research object directly and doing some interviews to the owner of shop in order
to find the problem that the owner of “ Anima Cellular ” faces right now.
2. In constructing the model, the researcher found some literatures to choose the
alternatives, clusters and nodes, and then the researcher makes the network
control criteria, clusters, nodes, and alternatives.
3. In determining the connection, the researchers decided the inner dependence,
outer dependence, and feedback relationship on the network.
4. Input the data base from importance weighted questionnaire from the expert.
5. In processing the data, the researchers did the pairwise comparison, matrix
normalization, and the consistency test in super decision. Then, if the consistency
index is lower than 0.1, the researcher can go to the next step, but if it is not lower
than 0.1, the researcher have to process the data again.
6. In super matrix formation, the researchers saw the result of un-weighted super
matrix, weighted super matrix, and limiting super matr ix in super decision.
7. In selecting the best alternative, the researchers will choose the alternative with
1-valued-ideal weight based on the calculation of super decision.
8. In analyzing the result, the researchers did analysis from the result which has been
found before based on the reality or literature.
9. In taking a conclusion, the researchers conclude and decide the best alternative to
achieve the goal based on the analysis.
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CHAPTER IV
RESULT AND DISCUSSION
4.1. Cluster and Node for ANP Model
There are five clusters and five of them has three own nodes in this research on ANP
model in this research, there are:
4.1.1. Business Estimate
Business estimate is important to company when they want set a new branch.
This because they must know how much cost they will spend to rent one place
and mantain them frequently. For this aspects they need many references to
consider what they need before choose location for new branch. The aspects
which theycan consider are
a. Advance Monthly Business Volume Estimate
When company open a new shop, they need to calculate how many items
they will sell every month. For Anima Cellular itself, they can estimate how
many mobile phone, accessories, and top balance they will sell each month.
Then base from that estimation, they can estimate how many stock for each
item they will sell in that branch.
b. Office Rental Rate Estimate for the First Year
Rate estimation for the first year must be calculate by company. This aspect
make them consider capital cost and how long time are needed to get profit.
After estimate that they can decide is that location are potential compare the
other one.
c. Decorating Cost Estimate
Before the company build a new store, they need to consider to decorate
them. Decorating not only to make store beautyful, but to make clear what
item which that store sell. Of course good layout and if company hire a
interior designer it will make that company to spend more cost.
4.1.2. Business Development
Business development is the creation of long-term value for an organization
from customers, markets, and relationships. Business Development are
important when company want to set new location for set a company location,
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because that aspect are one of the long-term business value. Good business
development can give long-term benefit for company. The sub – criteria for
business development which company need to consider, such as:
a. Nearby lease situation
Company need to know the situation near the location. Like is there a
crowded environment, citizen social status, disaster or accident cases. From
that consideration, company can decide is that location are potential or not.
If the company still want to open their branch on that location, how they
make a safety instruction for they employee and customer.
b. Parking Area Plan
One of the long – term plan aspects is parking – area. Before open new
branch, company must consider which area to choose and how busy that
area. Then, how large the shop area compare the area environment. If the
company decide to open their shop in busy environment, they need to plan
the parking area properly. So in long term, the parking cannot trouble
others.
c. Traffic lanes
Before open one shop in any location, company must consider traffic lanes
aspect. Is that area often get traffic jam or not, so the company can make an
alternatives how to access their shop, or choose another location with the
same potential.
4.1.3. Accessibility and transportation
Accessibility and transportation is one of the important criteria before set a new
branch location. For accessibility company need to consider, is that location are
near from university, offices, and other busy places? Because when customers
need to top up balance, they can easily access that store. If the store need to be
access by transportation, company must make sure if the they store are can be
access easily by public and private transportation. The sub – criteria which
company need to consider before set location for new branch are:
a. Minimum Distance
Company need to consider before set location, that location have a
minimum distance to access or not. If they want to open in busy
environment like office, school, or university, is that place need short timeto access without transportation? If the place are a little bit far to access, is
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the location are easy to access with private or public transportation? This is
important to make their shop as a priority for the customer when to purchase
something.
b. Maximum Demands
Before set a location, company need to consider is that location have a high
demand of their item. This can be discovered with give a questionnaire to
the customer directly or based from customer purchase history. If the most
customer are from that location, company can consider it as one of potential
location.
c. Parking Convenience
Parking convenience is one of the important things company need to
consider, especially when they want to open their store in busy
environment. This because if the parking facility are too narrow, it will
difficult the customer to place their vehicle. Then, if it is too narrow and
customer place the vehicle until street area this will make traffic jammed.
4.1.4. Rental Condition
Company need to consider rental condition to know how many they spend to
rent one shop. They can consider base from what store they want to open, is that
appropriate or not and if the price of rent are cheap, is that building are safe or
not. The sub – criteria for this aspect, such as:
a. Rental Information Cost
This is important before owner of company make a deal to rent place. The
information can get from advertisement on newspaper, property exhibition,
and so on. From the cost company can consider is the cost are best deal for
them base from location, and their potential in long - term
b. Size of Area
This aspect must be consider to company before open a branch. They can
considet it base from what shop they want to open, and how many items
they want to display on that branch. Environment amd social condition can
be the other aspect need to considerate, beecause base from this company
can know how size of the are they need to open.
c. Age Building
Age building is the aspect that company cannot forget before open a branch.This is one of the safety factor, and if the building is too old and need to fix
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how many cost that company need to spend to fix that. Not only rent cost
of that building they need to consider but cost of maintenace.
4.1.5. Competitive Advantage
Before set new location for they new branch, company need to consider the
competitive advantage future. This is important if when they open for new store,
but that location are already have many same store like that company. This will
make they chance to be one of first priority for customers to purchase their items
decrease. They also need to consider environment condition. The sub criteria for
this aspect, there are
a. Competitive Status
Competitive status means an individual basic eligibility for non competitive
assignment to a competitive position. For the company, competitive status
are know their own abilities to compete with competitors. The potential like
the company has a new product and different from the other.
b. Number of Competitors
When company open the shop, of course there are always meet competitors,
even when they open new branch anywhere. What they need to consider
how many competitors that sell same item as them if they decide to open
new branch in that place. Of course, if there are many competitors they must
decide to not open in that place or still open it but with more attractive
promotion and product, so it can interrest customer.
c. Crime Rate
This aspect are one of the important need the company to consider. If the
crime rate are high, is very risky to take that place. Not only make company
get into trouble, but also dangerous to employee. To know the crime rate,
company can get reference from news from internet or newspaper. (Fang
Hsu,Pi, Applying the ANP Model for Selecting the Optimal Location for an
International Business Office Center in China ,2009).
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4.2. Alternative Solution
There are 3 solutions which are based on the expert (owner) request. Those solutions
is location that suggest by the owner as the best location to open new branch, those
are;
4.2.1. Jalan Sudirman
Jalan Sudirman is suggested by the owner because the market of this place is
open, where many students stay in this area and very busy business area with
office complex. The obstacle of this are is the rent cost are very high.
4.2.2. Jalan Magelang
This place is a developing area where people starting to build a business in this
area. This area also through by people which across between city, easy to access
and including in busy region. Same as Jalan Sudirman the obstacle of this
alternative is the price of the land or the land rent cost is so high but not as high
as Jalan Sudirman.
4.2.3. Jalan Ringroad Utara
Jalan Ringroad Utara is suggest by the owner because the market of this place
is open where many students stay in this area. The obstacle of this alternatives
is the level of competition in this area are high.
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4.3. ANP Structure Model
After decide criteria, sub – criteria, and alternatives places to open new branch for Anima Cellular, researcher can draw an ANP structure
model. The structure model can be seen below.
Figure 4.1. ANP Structure Model
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There are some connections among the elements of the network, such as:
1. All of sub-criteria or nodes will affect the selection of that will be taken by the “Anima Cellular”. There are feedback relationships
between all of alternatives and all nodes. All of sub-criteria will be considered in order to choose the best option for the location the
new branch of “Anima Cellular”.
Figure 4.2. Relationship of First Alternative
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Figure 4.3. Relationship of Second Alternative
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Figure 4.4. Relationship of Third Alternative
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2. In rental condition scope there are intern relationship between size of
area and rental information cost. Size of area influence rental
information cost because the bigger the size of shop, the more expensive
rental cost will be spend by “Anima Cellular”. Then competitive status
have a intern relationship with number of competitors. It stated in journal
of the economic that the number of competitor is the factor behind the
competitiveness of the bussiness. The bigger number of competitor will
cause the act of “not going to lose” of every owner bussiness that
attracted by the competition. So the competitive status will be increase
as big as the competition happen.
Figure 4.5. Inner Relationship Between Size of Area and Rental Information Cost
Figure 4.6. Inner Relationship Between Competitive Status and Number of Competitors
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3. Rental condition and minimum distance has a feedback relationship. They
influence each other, because the easier access to that shop the more cost
for the owner will spend to rent that shop. Minimum distance in here like
how near that shop to other location, like hotels, other shop and office. This
is usually happpen in busy location. After that nearby lease situation and
crime rate has feedback relationship. They influence each other because in
busy location have a high possibility in crime case like robbery especially
when their nearby shop sell precios item like gold and jewelry.
Figure 4.7. Feedback Relationship Between Rental Information Cost and Minimum distance
Figure 4.8. Feedback Relationship Between Nearby Lease Situation and Crime Rate
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4. There are two outer relationship in this structure. First rental information
cost influence office rental rate estimate for the first year and number of
competitors. this is because usually in rental information the developer will
inform their customer their nearby situation, like location of office, hotels,
event other competitors. With that information, owner can consider is that
location really potential for them or not. Then from the rental information
cost they can know the office rental rate estimate for the first year, because
this must be inform by the developer. The second outer relationship are
advance monthly business volume estimate influence maximum demands
and size of area. Because with consideration about size of area and
maximum demand, company can minimize over stock.
Figure 4.9. Outer Relationship Between Rental Information Cost to Office Rental Rate
Estimate for the First Year and to Number of Competitors
Figure 4.10. Outer Relationship Between Advance Monthly Business Volume Estimate to Size
of Area and Maximum Demands
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4.4. Pairwise Comparison Result and Consistency Test
After made ANP structure model, researcher input data for consitency test. Data
for consistency test are from expert on Anima Cellular. There are two core
comparisons, node comparisons and cluster comparison.
4.4.1. Node Comparisons
Figure 4.11. Pairwise Comparison and Consistency Test between Jalan Sudirman Node and
Rental Condition Cluster
Based on the figure above, the most influencing factor in rental
condition scope respect to Jalan Sudirman is rental information cost
because Jalan Sudirman is one of the busy place. Many offices, retail
stores and hotels located in Sudirman. This places of course one of the
potential place to open new store. However the most important need forthe owner before decide Jalan Sudirman become their location is rental
information cost. With detail information about rental cost, they know
how much their capability to open new branch on Jalan Sudirman. The
consistency index is less than 0.1, thus the result calculation of data can
be considered.
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Figure 4.12. Pairwise Comparison and Consistency Test between Jalan Sudirman Node and
Competitive Advantage Cluster
Based on the figure above, the most influencing factor in
competitive advantage scope respect to Jalan Sudirman is crime rate
because the more busy one lacation, the crime rate will be higher. So
before the owner decide to choose Jalan Sudirman as their new location
they need to consider crime rate in that location. The consistency index
is less than 0.1, thus the result calculation of data can be considered.
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Figure 4.13. Pairwise Comparison and Consistency Test between Jalan Sudirman Node and
Business Estimate Cluster
Based on the figure above, the most influencing factor in
business estimate scope respect to Jalan Sudirman is office rental rate
estimate for the first year, because the rental rate in Jalan Sudirman
must be need a high cost so this important for owner to calculate office
rental rate. The consistency index is less than 0.1, thus the result
calculation of data can be considered.
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Figure 4.14. Pairwise Comparison and Consistency Test between Jalan Sudirman Node and
Business Development Cluster
Based on the figure above, the most influencing factor in
business development scope respect to Jalan Sudirman is nearby lease
situation. Because to know how potential that location, owner need to
consider nearby lease situation, is that busy place or how high crime
rate happened in that location. The consistency index is less than 0.1,
thus the result calculation of data can be considered.
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Figure 4.15. Pairwise Comparison and Consistency Test between Jalan Sudirman Node and
Accessibility and Transportation Cluster
Based on the figure above, the most influencing factor in
accessibility and transportation scope respect to Jalan Sudirman is
maximum demand. Because in busy place like Jalan Sudirman, of
course have a high demand with many people work in that location.
The consistency index is less than 0.1, thus the result calculation of data
can be considered.
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Figure 4.16. Pairwise Comparison and Consistency Test between Jalan Magelang Node and
Rental Condition Cluster
Based on the figure above, the most influencing factor in
accessibility and transportation scope respect to Jalan Magelang is
rental information cost. Rental information cost chose because Jalan
Magelang started to be one of the busiest place after Jalan Sudirman,
so the possiblity of high rental cost is high. Owner need to search many
information about rental cost on that location to decide is Jalan
Magelang can be choose as one of new branch or not. The consistency
index is less than 0.1, thus the result calculation of data can be
considered.
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Figure 4.17. Pairwise Comparison and Consistency Test between Jalan Magelang Node and
Competitive Advantege Cluster
Based on the figure above, the most influencing factor in
competitive advantage scope respect to Jalan Magelang is crime rate.
Crime rate chose because Jalan Magelang with the high rate of busiest
place are potential to have high crime rate. So the owner need to know
the information about crime rate on Jalan Magelang before open new
branch in that location. The consistency index is less than 0.1, thus the
result calculation of data can be considered.
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Figure 4.18. Pairwise Comparison and Consistency Test between Jalan Magelang Node and
Business Estimate Cluster
Based on the figure above, the most influencing factor in business
estimate scope respect to Jalan Magelang is office rental estimate for
the first year. Because the rental rate on Jalan Magelang must be need
a high cost so owner must calculate office rental rate for the first year
to know how long times which their need to get profit. The consistency
index is less than 0.1, thus the result calculation of data can be
considered.
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Figure 4.19. Pairwise Comparison and Consistency Test between Jalan Magelang Node and
Business Development Cluster
Based on the figure above, the most influencing factor in business
development scope respect to Jalan Magelang is nearby lease situation.
Because to know how potential that location, owner need to consider
nearby lease situation, is that busy place or how high crime rate
happened in that location. The consistency index is less than 0.1, thus
the result calculation of data can be considered.
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Figure 4.20. Pairwise Comparison and Consistency Test between Jalan Magelang Node and
Accessibility and Transportation Cluster
Based on the figure above, the most influencing factor in
accessibility and transportation scope respect to Jalan Magelang is
maximum demand. Because in busy place like Jalan Magelang, of course
have a high demand with many people work in that location. The
consistency index is less than 0.1, thus the result calculation of data can
be considered.
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Figure 4.21. Pairwise Comparison and Consistency Test between Jalan Ringroad Utara Node and
Rental Condition Cluster
Based on the figure above, the most influencing factor in rental
condition scope respect to Jalan Ringroad Utara is rental information
cost because Jalan Ringroad Utara is one of the busiest place with some
university, offices, and other retail stores. However the most important
need for the owner before decide Jalan Ringroad Utara become their
location is rental information cost. With detail information about rental
cost, they know how much their capability to open new branch on Jalan
Ringroad Utara. The consistency index is less than 0.1, thus the result
calculation of data can be considered.
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Figure 4.22. Pairwise Comparison and Consistency Test between Jalan Ringroad Utara Node and
Competitive Advantage Cluster
Based on the figure above, the most influencing factor in
competitive advantage scope respect to Jalan Ringroad Utara is crime
rate because the more busy one lacation, the crime rate will be higher.
So before the owner decide to choose Jalan Ringroad Utara as their new
location they need to consider crime rate in that location. The
consistency index is less than 0.1, thus the result calculation of data can
be considered.
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Figure 4.23. Pairwise Comparison and Consistency Test between Jalan Ringroad Utara Node and
Business Estimate Cluster
Based on the figure above, the most influencing factor in business
estimate scope respect to Jalan Ringroad Utara is office rental rate
estimate for the first year, because more competitors located in one
location the higher cost the owner will spend to rent that location.
Owner need to consider with that cost how long time they need to get
any profit. The consistency index is less than 0.1, thus the result
calculation of data can be considered.
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Figure 4.24. Pairwise Comparison and Consistency Test between Jalan Ringroad Utara Node and
Business Development Cluster
Based on the figure above, the most influencing factor in business
development scope respect to Jalan Ringroad Utara is nearby lease
situation. Because to know how potential that location, owner need to
consider nearby lease situation, is that busy place or how high crime
rate happened in that location. The consistency index is less than 0.1,
thus the result calculation of data can be considered.
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Figure 4.25. Pairwise Comparison and Consistency Test between Jalan Ringroad Utara Node and
Accessibility and Transportation Cluster
Based on the figure above, the most influencing factor in
accessibility and transportation scope respect to Jalan Ringroad Utara is
maximum demand. Because in busy place like Jalan Sudirman, of course
have a high demand with many people work in that location. The
consistency index is less than 0.1, thus the result calculation of data can
be considered.
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Figure 4.26. Pairwise Comparison and Consistency Test between Rental Information Node and
Alternatives Cluster
Based on figure above, the priority alternatives owner choose
respect to rental information cost is Jalan Ringroad Utara the score 0,75.
Jalan Ringroad chose because compare to both Jalan Magelang and Jalan
Sudirman, Ringroad is the best deal in term of rental cost.
Figure 4.27. Pairwise Comparison and Consistency Test between Age Building Node and
Alternatives Cluster
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Based on figure above, the priority alternatives owner choose
respect to age building is Jalan Magelang the score 0,66. Jalan Magelang
chose because compare to both Jalan Sudirman and Jalan Ringroad
Utara, Magelang is the newest developing business environment.
Figure 4.28. Pairwise Comparison and Consistency Test between Number of Competitors Node
and Alternatives Cluster
Based on figure above, the priority alternatives owner choose
respect to number of competitors is Jalan Magelang with the score 0,63.
Jalan Magelang chose because compare to both Jalan Sudirman and Jalan
Ringroad Utara, Magelang is the new developing business environment
so the competitors with the same kind shop are smaller than the other
location.
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Figure 4.29. Pairwise Comparison and Consistency Test between Number of Crime Rate Node
and Alternatives Cluster
Based on figure above, the priority alternatives owner choose
respect to number of competitors is Jalan Sudirman with the score 0,73.
Jalan Sudirman chose because compare to both Jalan Magelang and Jalan
Ringroad Utara, Sudirman has a police office, so the safety of this
location are higher than the other.
Figure 4.30. Pairwise Comparison and Consistency Test between Competitive Status Node and
Alternatives Cluster
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Based on figure above, the priority alternatives owner choose
respect to number of competitors is Jalan Magelang with the score 0,63.
Jalan Magelang chose because compare to both Jalan Sudirman and Jalan
Ringroad Utara, Magelang are more potential with minimum
competitors.
Figure 4.31. Pairwise Comparison and Consistency Test between Office Rental Rate Estimate for
the First Year Node and Alternatives Cluster
Based on figure above, the priority alternatives owner choose
respect to office rental rate estimate for the first year is Jalan Ringroad
with the score 0,73. Jalan Ringroad chose because compare to both Jalan
Sudirman and Jalan Magelang, Ringroad are the best deal of rental rate.
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Figure 4.32. Pairwise Comparison and Consistency Test between Decorating Cost Node and
Alternatives Cluster
Based on figure above, the priority alternatives owner choose
respect to decorating cost is Jalan Ringroad with the score 0,64. Jalan
Ringroad chose because compare to both Jalan Sudirman and Jalan
Magelang, Ringroad are the best deal of decorating cost. With many
student around Ringroad, they can decrease the cost of shop decorating
to decrease their item prices.
Figure 4.33. Pairwise Comparison and Consistency Test between Advance Monthly
Business Volume Estimate Node and Alternatives Cluster
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Based on figure above, the priority alternatives owner choose
respect to advance monthly volume estimate is Jalan Ringroad with the
score 0,64. Jalan Ringroad chose because compare to both Jalan
Sudirman and Jalan Magelang, Ringroad with many student and
employee go to that location must have a high demand of top-up balance.
Figure 4.34. Pairwise Comparison and Consistency Test between Traffic Lanes Node and
Alternatives Cluster
Based on figure above, the priority alternatives owner choose
respect to traffic lanes is Jalan Sudirman with the score 0,63. Jalan
Sudirman chose because compare to both Jalan Magelang and Jalan
Ringroad Utara, Sudirman with police office located in that street make
Sudirman better in traffic setting.
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Figure 4.34. Pairwise Comparison and Consistency Test between Parking Area Plan
Node and Alternatives Cluster
Based on figure above, the priority alternatives owner choose
respect to parking area plan is Jalan Magelang with the score 0,63. Jalan
Magelang chose because compare to both Jalan Sudirman and Jalan
Ringroad Utara, Magelang as the newest of developing business
environment still has a enough parking area and easy to plan a layout to
set the parking area.
Figure 4.35. Pairwise Comparison and Consistency Test between Nearby Lease
Situation Node and Alternatives Cluster
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Based on figure above, the priority alternatives owner choose
respect to nearby lease situation is Jalan Sudirman with the score 0,63.
Jalan Sudirman chose because compare to both Jalan Magelang and Jalan
Ringroad Utara, Sudirman are more potential with many office, retail
store, and hotel located on this street.
Figure 4.36. Pairwise Comparison and Consistency Test between Parking Convenience Node and
Alternatives Cluster
Based on figure above, the priority alternatives owner choose
respect to parking convenience is Jalan Magelang with the score 0,63.
Jalan Magelang chose because compare to both Jalan Sudirman and Jalan
Ringroad Utara, Magelang still have wide area so parking area are still
comfortable.
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Figure 4.37. Pairwise Comparison and Consistency Test between Minimum Distance Node and
Alternatives Cluster
Based on figure above, the priority alternatives owner choose
respect to minimum distance is Jalan Ringroad Utara with the score 0,73.
Jalan Ringroad Utara chose because compare to both Jalan Sudirman and
Jalan Magelang, Ringroad are easier to access with their near situation
between univerities, office, and home stay.
Figure 4.38. Pairwise Comparison and Consistency Test between Maximum Demands Node
and Alternatives Cluster
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Based on figure above, the priority alternatives owner choose
respect to maximum demand is Jalan Magelang with the score 0,63. Jalan
Magelang chose because compare to both Jalan Sudirman and Jalan
Ringroad Utara, Magelang still become potential location with busy
environment but with high demand.
Figure 4.39. Pairwise Comparison and Consistency Test between Size of Area Node and
Alternatives Cluster
Based on figure above, the priority alternatives owner choose
respect to size of area is Jalan Magelang with the score 0,64. Jalan
Magelang chose because compare to both Jalan Sudirman and Jalan
Ringroad Utara, Magelang still have big area for business purpose.
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4.4.2. Cluster Comparison
Figure 4.40 Pairwise Comparison and Consistency Test among Cluster Respect to Alternat ives
Based on the figure above, the most influencing cluster respect to
alternatives is rental condition with 0, 53 scores. Because before owner
of Anima Cellular decide to open new branch in any location they need
to consider any rental condition like rental cost, size of area, and age
building. The consistency index is less than 0.1, thus the result
calculation of data can be considered.
Figure 4.41 Pairwise Comparison and Consistency Test among Cluster Respect to Rental
Condition Cluster
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Based on the figure above, the most influencing cluster respect to
rental condition scope is rental condition with 0, 48 scores. Because this
is the most important things before the shop owner decide to open shop
in any location. After know get an enough information about rental cost
in every location they can consider other factor. The consistency index
is less than 0.1, thus the result calculation of data can be considered.
Figure 4.42 Pairwise Comparison and Consistency Test among Cluster Respect to Business
Estimate Cluster
Based on the figure above, the most influencing cluster respect to
business estimate scope is rental condition because rental condition are
important for company to estimate how long time they need to reach
the profit. The consistency index is less than 0.1, thus the result
calculation of data can be considered.
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Figure 4.43 Pairwise Comparison and Consistency Test among Cluster Respect to Competitive
Advantage Cluster
Based on the figure above, the most influencing cluster respect to
competitive advantage scope is competitive advantage because
competitive advantage need to consider by the company before open
their new shop and compete with their competitors. The consistency
index is less than 0.1, thus the result calculation of data can be
considered.
Figure 4.43 Pairwise Comparison and Consistency Test among Cluster Respect to Business
Development Cluster
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Based on the figure above, the most influencing cluster respect to
business development scope is competitive advantage because
competitive advantage need to consider by the company before open
their new shop and compete with their competitors so they can set
anything related strategy to compete their competitors and how develop
their business with their new branch. The consistency index is less than
0.1, thus the result calculation of data can be considered.
4.5. Result Analysis
After doing the computation with the data, there are some information that theresearcher get, which are cluster matrix, un-weighted super matrix, weighted
super matrix, and limiting super matrix that will help to synthesize the data in
order to select the best alternative solution in choosing the best location of new
branch of “ Anima Cellular ”. These are the screen captures of the information:
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Table 4.1 Unweighted Super Matrix
Cluster Node Labels
Accessibility and Transportation Alternatives Business Development
MaximumDemands
MinimumDistance
ParkingConvenience
JalanMagelang
JalanRingroad
Utara
JalanSudirman
NearbyLease
Situation
ParkingAreaPlan
Accessibilityand
Transportation
Maximum Demands 0 0 0 0,730645 0,751405 0,730645 0 0Minimum Distance 0 0 0 0,080961 0,070418 0,080961 0 0
Parking Convenience 0 0 0 0,188394 0,178178 0,188394 0 0
AlternativesJalan Magelang 0,636986 0,188394 0,636986 0 0 0 0,104729 0,636986
Jalan Ringroad Utara 0,104729 0,730645 0,258285 0 0 0 0,258285 0,258285Jalan Sudirman 0,258285 0,080961 0,104729 0 0 0 0,636986 0,104729
BusinessDevelopment
Nearby LeaseSituation
0 0 0 0,751405 0,636986 0,669417 0 0
Parking Area Plan 0 0 0 0,070418 0,104729 0,080961 0 0The un-weighted super matrix is a super matrix achieved from eigenvectors of pairwise comparison among nodes that the
researcher has done before.
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Table 4.2 Weighted Super Matrix
Cluster Node LabelsAccessibility and Transportation Alternatives Business Development
MaximumDemands
MinimumDistance
ParkingConvenience
JalanMagelang
Jalan RingroadUtara
JalanSudirman
Nearby LeaseSituation
Parking AreaPlan
Accessibilityand
Transportation
Maximum Demands 0 0 0 0,023047 0,023702 0,023702 0 0Minimum Distance 0 0 0 0,002554 0,002221 0,002554 0 0
Parking Convenience 0 0 0 0,005943 0,005620 0,005620 0 0
AlternativesJalan Magelang 0,636986 0,040799 0,636986 0 0 0 0,013091 0,636986
Jalan Ringroad Utara 0,104729 0,182661 0,258285 0 0 0 0,032286 0,258285Jalan Sudirman 0,258285 0,020240 0,104729 0 0 0 0,079623 0,104729
BusinessDevelopment
Nearby LeaseSituation 0 0 0 0,078340 0,066411 0,069792 0 0
Parking Area Plan 0 0 0 0,007342 0,010919 0,009169 0 0
The weighted super matrix is a super matrix achieved by the multiplication of all elements of component of un-weighted super
matrix with cluster weight, thus the sum of each column is 1.
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Table 4.3 Limit Matrix
Cluster Node LabelsAccessibility and Transportation Alternatives Business Development
MaximumDemands
MinimumDistance
ParkingConvenience
JalanMagelang
Jalan RingroadUtara
JalanSudirman
Nearby LeaseSituation
ParkingArea Plan
Accessibilityand
Transportation
Maximum Demands 0,006707 0,006707 0,006707 0,006707 0,006707 0,006707 0,006707 0,006707Minimum Distance 0,041585 0,041585 0,041585 0,041585 0,041585 0,041585 0,041585 0,041585
Parking Convenience 0,001513 0,001513 0,001513 0,001513 0,001513 0,001513 0,001513 0,001513
AlternativesJalan Magelang 0,078478 0,078478 0,078478 0,078478 0,078478 0,078478 0,078478 0,078478
Jalan Ringroad Utara 0,109961 0,109961 0,109961 0,109961 0,109961 0,109961 0,109961 0,109961Jalan Sudirman 0,072123 0,072123 0,072123 0,072123 0,072123 0,072123 0,072123 0,072123
BusinessDevelopment
Nearby Lease Situation 0,144781 0,144781 0,144781 0,144781 0,144781 0,144781 0,144781 0,144781Parking Area Plan 0,002438 0,002438 0,002438 0,002438 0,002438 0,002438 0,002438 0,002438
Limiting super matrix is a super matrix achieved by increasing the weight of weighted super matrix. The step is multiplying the
super matrix with its matrix for several times. When the weight of each column already equals each other, then the limit matrix is
already stable and the process is done.
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Table 4.4 Cluster Matrix
Cluster Node LabelsAccessibility
andTransportation
Alternatives BusinessDevelopment
BusinessEstimate
CompetitiveAdvantage
RentalCondition
Accessibility andTransportation 0 0,031543 0,188394 0,258285 0 0,132456
Alternatives 0,250000 0 0,080961 0,104729 0,080961 0,030816Business Development 0 0,104258 0 0 0,188394 0
Business Estimate 0 0,055695 0 0 0 0,268070Competitive Advantage 0 0,274089 0,730645 0 0,730645 0,079772
Rental Condition 0,750000 0,534414 0 0,636986 0 0,488886
The values of this matrix are obtained from the pairwise comparison among clusters that the researchers have done before.
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Then, after synthesizing the network, this is the result:
Figure 4.48 The Priority
Based on the figure above, we can decide that Jalan Ringroad Utara will
be the best first location in order to open new branch for “ Anima Cellular ”.
Jalan Ringroad Utara is suggested by the owner because the market of this
place is open, where many students stay in this area. Besides that in this region,
the capital that needed to build a business is not too high, the rent/ purchase of
the land is subjectively normal. So this is the best location that chosen.
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CHAPTER V
CONCLUSION AND RECOMMENDATION
5.1. Conclusion
1. From the result we can conclude that the node, cluster and alternative
solution that affect decision making on “choosing location of “ Anima
Cellular ” new branch” are accessibility and transportation scope which has
3 nodes; minimum distance, maximum demands, and parking convenience,
rental condition scope with 3 nodes; rental information cost, size of area,
and age building, business estimate that has 3 nodes;advance monthly
business volume est imate, office rental rate estimate for the first year, and
decorating cost estimate, then business development with 3 nodes; nearby
lease situation, parking area plan, and traffic lanes and the last is
competitive advantage scope which has 3 nodes, those are competitive
status, number of competitors, and crime rate. Those cluster with its own
nodes is the factor that will influence the decision making whether Jalan
Sudirman, Jalan Magelang or Jalan Ringroad Utara that will be chosen as
the best location to open new branches of “Anima Cellular” .
2. The calculation with ANP method, the best alternative for opening new
branch is in Jalan Ringroad Utara.
5.1. Recommendation
The recommendation that researcher give for this research are:
5.2.1. For Future Research
Recommendation for future research based from research limitation. Thelimitation of this research are from data. Some of the data are not
consistent, so the researcher need to re-interview the expert. In the future
researcher recommended to make more clear question when interview
the expert, so the expert can make a consistent answer.
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5.2.2. For Anima Cellular
Researcher recommend to consider rental information cost, nearby lease
situation, maximum demand, office rental estimate for the first year and
crime rate before decide any location for their branch. Because all of that
aspects is one of the important long term condition for their business
development.
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REFERENCES
Dwi Istanto, Analisis Pola Persebaran Counter Handphone dan Voucher Isi Ulang di
Kota Yogyakarta , 2010
Fang Hsu,Pi, Applying the ANP Model for Selecting the Optimal Location for an
International Business Office Center in China ,2009
Handayani,Sri dan Moses L. Singgih, Penentuan Lokasi Cabang Baru Laboratorium
Klinik X Dengan Menggunakan Analytic Network Process (Anp) Dan Kelayakan
Investasi , Institut Teknologi Sepuluh Nopember (ITS), Surabaya
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ATTACHMENT