ABSTRACT
This research was conducted to determine the priority criteria used in determining the best Competitive Priorities criteria for cafes in Malang City. The study was conducted at four cafes in Malang City, namely Trijata Koffie, Oppa Express, Rodjo 2.0, and Akartana. The purpose of this research is to identify and analyze the criteria and sub-criteria of competitive priorities used by cafes, to determine and analyze the priority criteria in each cafe, and to identify the overall priority results of selecting competitive priorities criteria preferred by cafes in Malang City. This research used the Analytical Hierarchy Process (AHP) method. Based on the results of the conducted study, it is known that the criteria and sub-criteria of Competitive Priorities consist of Low Cost Operations with sub-criteria of low cost and low quality, Top Quality with sub-criteria of raw materials and production process, Development Speed with sub-criteria of product introduction and new products, and Volume Flexibility with subcriteria of capacity and facilities as the reference for café's Competitive Priorities. In Trijata Koffie café, the priority order of criteria from the highest value is Top Quality, Low Cost Operations, Volume Flexibility, Development Speed. In Oppa Express café, the priority order of criteria from the highest value is Low Cost Operations, Top Quality, Development Speed, Volume Flexibility. In Rodjo 2.0 café, the priority order of criteria from the highest value is Low Cost Operations, Top Quality, Volume Flexibility, Development Speed. In Akartana café, the priority order of criteria from the highest value is Low Cost Operations, Top Quality, Volume Flexibility, Development Speed. Overall, the criteria with the highest weight are Low Cost Operations, Top Quality, Development Speed, and Volume Flexibility. This research is expected to provide considerations for entrepreneurs in the café industry in carrying out their operational activities.
