SMARTPHONE PURCHASING DECISION MAKING USING AN INTERVAL-VALUED INTUITIONISTIC FUZZY AHP APPROACH: A CASE STUDY IN MALANG CITY

  • Noor Hidayat Department of Mathematics, Faculty of Mathematics and Natural Sciences, Universitas Brawijaya, Indonesia https://orcid.org/0000-0002-1098-415X
  • Vira Hari Krisnawati Department of Mathematics, Faculty of Mathematics and Natural Sciences, Universitas Brawijaya, Indonesia https://orcid.org/0000-0003-2666-9231
  • Sobri Abusini Department of Mathematics, Faculty of Mathematics and Natural Sciences, Universitas Brawijaya, Indonesia https://orcid.org/0000-0002-7989-0063
  • Desfi Rahmatul Khairi Department of Mathematics, Faculty of Mathematics and Natural Sciences, Universitas Brawijaya, Indonesia https://orcid.org/0009-0002-2649-4849
DOI: https://doi.org/10.30598/barekengvol20iss2pp1731–1742
Keywords: Analytic Hierarchy Process, Decision making, Fuzzy Set, Interval-Valued Intuitionistic, Smartphone

Abstract

The advancement of communication technology, particularly in the smartphone industry, has significantly influenced consumer purchasing behavior. This study aims to analyze the priority criteria in smartphone purchasing decisions using the Interval-valued Intuitionistic Fuzzy Analytic Hierarchy Process (IVIF-AHP) method. Data was collected through interviews with three experts in the smartphone industry in Malang City. The analysis results showed that camera quality  had the highest weight of , followed by RAM/storage capacity  with a weight of , and the multiple SIM feature  with a weight of . Although battery life  and pricewere also considered, they had lower weights of  and , respectively. These findings indicate that consumers prioritize features and quality over price. The application of the IVIF-AHP method allows handling uncertainty and produces more realistic priority weights that can be directly applied in marketing decision-making. This study also provides strategic implications for smartphone manufacturers: focus on promoting camera features and device performance, and consider the multiple-SIM feature in specific markets. In the future, adding other criteria, such as brand or screen size, could provide more comprehensive insights into decision-making.

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Published
2026-01-26
How to Cite
[1]
N. Hidayat, V. H. Krisnawati, S. Abusini, and D. R. Khairi, “SMARTPHONE PURCHASING DECISION MAKING USING AN INTERVAL-VALUED INTUITIONISTIC FUZZY AHP APPROACH: A CASE STUDY IN MALANG CITY”, BAREKENG: J. Math. & App., vol. 20, no. 2, pp. 1731–1742, Jan. 2026.
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Vol 20 No 2 (2026): BAREKENG: Journal of Mathematics and Its Application
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Copyright (c) 2026 Noor Hidayat, Vira Hari Krisnawati, Sobri Abusini, Desfi Rahmatul Khairi

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