Utilizing DEMATEL and Analytical Network Process (DANP) Approach in Product Design Selection Anda Iviana Juniani- Pranidiya Otaviya Ningrum- Rizal Indrawan- Aurel Maydivi Salsabilla
Design and Manufacture Engineering, Department of Marine Mechanical Engineering, Shipbuilding Institute of Polytechnic, 60111, Surabaya, Indonesia
Abstract
Product design selection is one of the crucial stages in product development because the decisions taken can affect the product^s success in the market. This study applies evaluation and analysis methods, such as DEMATEL and Analytical Network Process (ANP), to select the most optimal design concept. The DEMATEL method identifies the cause-and-effect relationship between elements and describes the influence of one element over another. Based on the mapping results in the DEMATEL method, the network structure is built in ANP using Super decision Software. ANP utilizes paired comparisons to assess preferences between elements within each cluster and between clusters. ANP generates a supermatrix that, once normalized, will give a final priority weight to each element. Product design selection is based on several criteria needed by users and manufacturers. So, knowing the cause-and-effect relationship between the criteria set is essential. In this study, product design selection is carried out by paying attention to the relationship between the criteria and the three product design concepts that have been designed. The priority ranking of the criteria of the highest value normalized by cluster is ease of use. The second design is the priority ranking result of the three design alternatives that have been designed with the highest normalized by cluster value.
Keywords: Product design- DEMATEL, Analytical Network Process, Decision Making
