Determining Critical Factor in Coffee-to-Go Business Using Analytical Hierarchy Process (AHP): A Case Study in Jakarta Coffee Industry

Abstract

Coffee-to-go is a cup of coffee that is brewed at a coffee shop but is taken somewhere else to be consumed. Coffeeto-go business becomes a phenomenon in Indonesia. Abundant coffee-to-go merchants arise with their own characteristics and specialty. Competition in the red ocean market force owner of coffee-to-go business has to obtain competitive advantage among competitors. One solution to lead in the competition provides a suitable business value corresponding to customer wants. This paper discusses critical factors to establish a …