Determining Strategic Locations for a Mobile Coffee Business at Obbel Coffee Boyolali Using the Analytical Hierarchy Process (AHP)

Abstrak

The growth of micro, small, and medium enterprises (MSMEs) in the coffee industry has encouraged business owners to pursue expansion strategies to strengthen competitiveness and extend market coverage. One such strategy undertaken by Obbel Coffee Boyolali, Indonesia, is the expansion of its mobile coffee outlet operations. The selection of an appropriate operating location represents a critical decision, as it involves multiple criteria and may be influenced by subjective judgments. This study aims to identify the most suitable location for the operational expansion of Obbel Coffee using the Analytical Hierarchy Process (AHP). A quantitative approach with a case study design was employed. Data were collected through interviews and pairwise comparison questionnaires involving three respondents with relevant knowledge and experience of the business operations. Five criteria were incorporated into the decision-making framework: crowd density, accessibility, target-consumer suitability, competition intensity, and location safety and convenience. The results indicate that crowd density received the highest priority weight (0.249), followed by target-consumer suitability (0.159) and location safety and convenience (0.152). Among the evaluated alternatives, location A1 achieved the highest overall priority score (0.291), followed by A2 (0.281) and A3 (0.227). Accordingly, A1 was identified as the most suitable location for the operational expansion of Obbel Coffee. These findings demonstrate that AHP provides a systematic, structured, and transparent decision-support framework for MSMEs in addressing multi-criteria location selection problems and supporting strategic business expansion decisions.