CONSUMER BEHAVIOR ANALYSIS IN PLACE OF ELECTION EXPENDITURE APPROACH Analytical Hierarchy Process (CASE STUDY IN DEPOK COMMUNITY)
Along with growth in advanced economies, especially in big cities, there have been changes in various sectors including indus try and the production and retail activities in Indonesia on a large scale economic enterprises. On the other hand is also a shift in lifestyle from traditional to modern, thus creat ing a change in consumer shopping patterns. The purpose of this study to determine the level of consumer prefer ences for the factors that in uence the choice of location for shopping, the most dominant factor to the decision of the selection of places to shop, and what type of retail is an option for people to shop Depok. In this study, computa tional methods of decision making system that is used is the method of Analytical Hierarchy Process (AHP) with using Expert Choice software version 11. Results obtained from this research is the best alternative of choice for shopping Depok community based on the order of highest to lowest is as follows Supermarkets hypermarkets with a percentage of 44.1