Application of the MOORA Method in Determining the Best Women's Shampoo Product for Dandruff-Prone Skin Based on Consumer Preferences
Keywords:
MOORA; Women's shampoo products; Dandruff-prone skin; Multi-criteria analysis; Customer satisfactionAbstract
The problem in choosing anti-dandruff shampoo for female consumers arises because of the many marketing claims and testimonials that do not always reflect the actual effectiveness of a product. This condition makes it difficult for consumers to determine which shampoo is truly suitable for their dandruff-prone scalp. This study aims to apply the MOORA (Multi-Objective Optimization on the Basis of Ratio Analysis) method as an analytical approach to help determine product choices objectively based on consumer assessments. A total of six shampoo alternatives were evaluated using five main criteria, namely active ingredient content (C1), moisture (C2), hair softness (C3), effectiveness in reducing dandruff (C4), and price as cost (C5). Data were obtained through a survey of 51 female respondents, while the criteria weights were determined through an expert panel and normalized so that the total weight was equal to one. The MOORA calculation results showed that alternative A5 had the highest preference value (Yi = 0.1362), followed by A1 and A4. Sensitivity analysis to weight changes of ±20% indicated that the highest rankings remained stable, while the middle rankings experienced minor variations. These findings show that the MOORA method is capable of providing consistent and measurable decision results. In conclusion, MOORA is effective as a tool in selecting anti-dandruff shampoos based on consumer preferences. The limitations of this study include the limited sample size and subjective weighting, so further studies are recommended to expand the sample size and consider clinical trials of active ingredients.
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