Assessing International Market Attractiveness Using an AHP-SAW-TOPSIS Decision Support Framework

Michael Sandy, Ketut Vini Elfarosa, I Putu Yoga Laksana

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Pemilihan pasar internasional menjadi proses yang menantang bagi bisnis karena adanya perbedaan prospek pasar dan kondisi antarnegara. Penelitian ini menilai daya tarik pasar negara emerging dan berkembang terpilih melalui kerangka pendukung keputusan yang mengintegrasikan AHP, SAW, dan TOPSIS. Dengan menggunakan pendekatan kuantitatif komparatif, analisis ini menggunakan data sekunder dari dua puluh negara dan sembilan indikator bisnis global yang dikelompokkan ke dalam dimensi ekonomi, teknologi, dan institusional. Dimensi ekonomi mencakup GDP, GDP per capita, dan labour force. Dimensi teknologi mencakup ICT Index, Global Innovation Index, dan Logistics Performance Index, sedangkan dimensi institusional mencakup Regulatory Quality, Corruption Perception Index, dan Sustainability Index. Seluruh indikator ditransformasikan menggunakan normalisasi Min-Max agar dapat dibandingkan. AHP digunakan untuk menentukan bobot kriteria, sedangkan SAW dan TOPSIS diterapkan untuk menghasilkan dan membandingkan peringkat daya tarik pasar. Hasil penelitian menunjukkan bahwa dimensi ekonomi memperoleh prioritas tertinggi, diikuti oleh dimensi teknologi dan institusional. SAW dan TOPSIS menghasilkan hasil yang konsisten, dengan China berada pada peringkat pertama, diikuti oleh Uni Emirat Arab, Arab Saudi, dan Polandia. Temuan ini menunjukkan bahwa daya tarik pasar lebih tepat dinilai melalui pendekatan pendukung keputusan multidimensional daripada melalui satu indikator ekonomi saja.

Kata Kunci: pemilihan pasar internasional, daya tarik pasar, pengambilan keputusan multikriteria, AHP-SAW-TOPSIS, pasar emerging dan berkembang

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DOI: https://doi.org/10.37531/mirai.v11i2.12502

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