New AHP Improvement using COMET Method Characteristic to Eliminate Rank Reversal Phenomenon

Rank Reversal in Multi-Criteria Decision Making (MCDM) is a phenomenon that occurs when an alternative is added or deleted because of a change in the order in which the result is ranked. The evaluation of the weight of criteria, which are established based on whether a decision maker considers them important, impacts the alternative ranking result in MCDM. Changes in decision result ranking called rank reversal cannot be acceptable. Many researchers have done lots of research and created new methods for eliminating rank reversal, but until now there is still research that denies these new methods are free from rank reversal. The Analytical Hierarchy Process Method (AHP), the oldest Decision support Method has an advantage in the decision according to the Decision Maker’s (DM’s) preference. Still, it is vulnerable to the rank reversal phenomenon. While Characteristic Object Method (COMET) is a method claimed to be free of rank reversal phenomenon. This paper will discuss how the integration of COMET to AHP especially in the phase of generating characteristic value and characteristic objects is added to the AHP phase, which will have an impact on digital marketing strategy decision-making for private Universities in Indonesia, especially the city of Palembang. The combination of COMET and AHP in this paper is tested with several testing tools; they are case study testing, accuracy testing, and sensitivity analysis testing. The result of the combination of COMET and AHP will be named C-AHP, which is a consideration of DM’s preference for the criteria weight, and the generation of alternative comparison based on criteria, or any other attributes makes AHP free from rank reversal.

@article{Yulistia2023,
  title     = {New AHP Improvement using COMET Method Characteristic to Eliminate Rank Reversal Phenomenon},
  journal   = {International Journal of Advanced Computer Science and Applications},
  volume    = {14},
  number    = {11},
  year      = {2023},
  publisher = {The Science and Information Organization},
  author    = {Yulistia and Ermatita and Samsuryadi and Abdiansah},
  doi       = {10.14569/IJACSA.2023.0141190},
  url       = {https://doi.org/10.14569/IJACSA.2023.0141190}
}