Determination of Product Attribute Priorities for Tempe Chips Based on Consumer Preference Using the Fuzzy Analytical Hierarchy Process

Tempe chips are a product generally liked by various segments of society in Indonesia. Competition within the tempe chip industry is inevitable and poses a challenge for companies to maintain their business. Therefore, companies are required to produce products that align with consumer preferences. This study aims to determine the priorities of tempe chip product attributes that align with consumer preferences when purchasing tempe chips. This can aid producers in production decision-making. This study was analyzed by FAHP (Fuzzy Analytical Hierarchy Process) method. The research starts with determining criteria and sub-criteria, the distribution of preliminary questionnaires to filter consumer needs of attributes and sub-criteria of tempe chip products. Then it will continue for processing the preliminary questionnaire data, consistency testing using the AHP method, fuzzification, aggregation using the geometric mean technique, and defuzzification. The product attribute criteria for tempe chips that most influence the purchase of tempe chips, in order, are taste (0.20); texture (0.19); price (0.18); packaging (0.08); availability (0.08); product information (0.08); color (0.07); promotion (0.06); and aroma (0.05). The selected sub-criteria are tempe chips with an original flavor, a crispy texture with a thin tempe layer, an affordable price, plastic packaging, ease of availability offline, product information showing the expiration date, a bright yellowish color of tempe chips, and a distinctive tempe aroma that is more dominant.