Sistem Pendukung Keputusan Branding Brand Berdasarkan Kualitas Produk Menggunakan Metode Interative Dichotomiser 3 Pada Matahari Thamrin Plaza

Abstract

Matahari Thamrin Plaza is a company engaged in the sale of clothing products. Many clothing brands are sold at Matahari Thamrin Plaza. Because there are so many clothing brands that there is an accumulation of clothes from various brands, even though these brands are less attractive to consumers, it is necessary to conduct an assessment of these brands to find out which brands must be maintained and brands that must not be maintained. The solution to the problems mentioned above is by building a Decision Support System in choosing a brand that is worth defending, by assessing a brand, several aspects of careful and accurate consideration are needed. Due to limited time and limited ability to see all aspects accurately, it causes errors in decision making. Therefore, a Decision Support System is needed to choose a brand that is worth defending by taking into account the criteria for aspects that have been determined by the company. The final result of the explanation above is that using the ID3 method regarding the selection of brands that must be maintained can actually help Matahari Thamrin Plaza solve existing problems appropriately and accurately. By comparing between each criterion and integrated with the required category assessment, will produce a decision in the selection of brands that should and should not be defended.