laporan anp ip 7

8/16/2019 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)



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



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.



Importance

Rating Definition Explanation

7 Very more importantOne factor is very more


9 Absolutely importantOne factor is absolutely


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



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.



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.



3.4. Flowchart

Figure 3.1 Flowhart of ANP



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.



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,



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



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



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).



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.



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



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



Figure 4.3. Relationship of Second Alternative



Figure 4.4. Relationship of Third Alternative



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



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



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



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.




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.




Business Estimate Cluster


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.




Business Development Cluster


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.




Accessibility and Transportation Cluster


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.



Figure 4.16. Pairwise Comparison and Consistency Test between Jalan Magelang Node and



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.




Competitive Advantege Cluster


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.





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


considered.






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.






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


be considered.



Figure 4.21. Pairwise Comparison and Consistency Test between Jalan Ringroad Utara Node and


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





Competitive Advantage Cluster


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


be considered.






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







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.






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


be considered.



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





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


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.



Figure 4.29. Pairwise Comparison and Consistency Test between Number of Crime Rate Node



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





respect to number of competitors is Jalan Magelang with the score 0,63.


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


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.



Figure 4.32. Pairwise Comparison and Consistency Test between Decorating Cost Node and



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




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



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.



Figure 4.34. Pairwise Comparison and Consistency Test between Parking Area Plan

Node and Alternatives Cluster


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




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



respect to parking convenience is Jalan Magelang with the score 0,63.


Ringroad Utara, Magelang still have wide area so parking area are still

comfortable.



Figure 4.37. Pairwise Comparison and Consistency Test between Minimum Distance Node and



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





respect to maximum demand is Jalan Magelang with the score 0,63. 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



respect to size of area is Jalan Magelang with the score 0,64. Jalan


Ringroad Utara, Magelang still have big area for business purpose.



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


Figure 4.41 Pairwise Comparison and Consistency Test among Cluster Respect to Rental

Condition Cluster




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


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




Figure 4.43 Pairwise Comparison and Consistency Test among Cluster Respect to Competitive

Advantage Cluster


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


considered.

Figure 4.43 Pairwise Comparison and Consistency Test among Cluster Respect to Business

Development Cluster




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:



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.



Table 4.2 Weighted Super Matrix

Cluster Node LabelsAccessibility and Transportation Alternatives Business Development

MaximumDemands

MinimumDistance

ParkingConvenience

JalanMagelang

Jalan RingroadUtara

JalanSudirman


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.



Table 4.3 Limit Matrix

Cluster Node LabelsAccessibility and Transportation Alternatives Business Development

MaximumDemands

MinimumDistance

ParkingConvenience

JalanMagelang

Jalan RingroadUtara

JalanSudirman


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.



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.



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.



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.



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.



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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