Penerapan Metode Analytic Network Process (ANP) Pada Faktor Minat Beli Oleh-Oleh Khas Madura Yang Berlabel Halal Di Toko Nusa Indah Bangkalan

Abstract

Typical food is one of the things that is most popular and valuable in the eyes of tourists, because when you travel to a certain area you will definitely find food that is different from the previous area. One of them is in Madura. The Nusa Indah Bangkalan souvenir shop provides typical Madurese products and snacks such as various chips, various crackers, various rengginang, honey, herbal drinks, cheap batik, headbands, miniature sickles, whips, batik cloth, typical sakera odeng etc. The aim of this research is to determine the factors that influence consumer buying interest. These factors are price, product, halal labeling, promotion and location. The research method used is the Analytic Network Process (ANP) method. The research stages consisted of selecting factors, collecting data by distributing questionnaires to 6 respondents then processing the calculation data with the help of Microsoft Excel software and assisted by Super Decisions software. The research results obtained can be concluded that halal labeling is the main or highest factor in the criteria for factors influencing consumers with an average value of 27%. Meanwhile, the price indicator is the second priority indicator with an average value of 24%. Followed by product indicators with an average value of 20%. The promotion indicator is the fourth indicator with an average value of 15%. And location is the last priority in the criteria for factors that influence consumers with an average value of 14%.

Key Words: Purchase Interest, Typical Food, Nusa Indah