Abstract

This study aims to examine the decision making of rice production in increasing sales volume. The type of descriptive research data collection uses a questionnaire distributed to 15 respondents or experts using purposive sampling. Data analysis using hierarchy process analysis (AHP) with the help of Expert Choice 11 software. The calculation results of the criteria that have the largest priority vector are ordinary rice with a priority vector of 0.529 (52.90%). The calculation results above, the alternative that has the highest priority vector based on the criteria of ordinary rice is physical quality with a priority vector of 0.457 (45.70%) compared to organoleptic quality of 0.274 (27.40%), packaging of 0.170 (17%), and price of 0.099 (9.90%). The calculation results of the alternative that has the highest priority vector based on the criteria of ordinary rice are packaging with a priority vector of 0.383 (38.30%) compared to price of 0.280 (28%), physical quality of 0.188 (18.80%) and organoleptic quality of 0.150 (15%). The result of the strategy calculation that has the highest priority vector to achieve the goal is physical quality with a priority vector of 0.318 (31.80%) compared to price of 0.245 (24.50%), packaging of 0.227 (22.70%), and organoleptic quality of 0.210 (21%). To increase sales volume, it is necessary to produce more ordinary rice that has good quality, affordable prices, various packaging and rice that has a clean and fragrant color. Recommendations for further research are to conduct research by increasing the number of respondents, criteria and alternatives.