Selection of the Best Lip Cream According to Consumers Using the Multi-Attribute Utility Theory (MAUT) Method
Keywords:
Election; Lipcream; Consumer; DSS; MAUTAbstract
Cosmetics are products applied externally to the human body, including the lips, to enhance appearance, protect, and improve aesthetic value. One of the most widely used cosmetic products is lip cream, which is favored due to its long-lasting properties, even color coverage, comfortable texture, and practicality. However, the selection of lip cream products by consumers is often subjective and not supported by systematic evaluation methods, resulting in less optimal purchasing decisions. Therefore, a structured decision support approach is required to assist consumers in choosing the most suitable lip cream based on multiple criteria. This study aims to apply the Multi-Attribute Utility Theory (MAUT) method as a decision support system to determine the best lip cream according to consumer preferences. The evaluation is based on four main criteria: long-lasting performance, light texture quality, even color coverage, and affordable price. Data were collected through questionnaires distributed to consumers, particularly women who actively use lip cream products. Eight lip cream brands were evaluated as alternatives, namely Hanasui, Wardah, OMG, Pink Flash, Maybelline, Implora, Make Over, and Purbasari. The MAUT method was implemented through several stages, including criteria weighting, normalization, marginal utility calculation, and final utility value determination. The results indicate that the Make Over brand achieved the highest utility value, followed by OMG and Implora, demonstrating that products with a balanced combination of durability, quality, and reasonable price are more preferred by consumers. These findings confirm that the MAUT method is effective in providing objective, accurate, and systematic decision support for cosmetic product selection. This research contributes to helping consumers make rational purchasing decisions and provides valuable insights for manufacturers and sellers to understand market preferences and improve product competitiveness in the cosmetics industry.
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