Analytic Hierarchy Process (AHP) Method for Measuring the Dominance of Product Design Against Industry Criteria 4.0

The ease with which people make transactions in this digital age, poses a serious threat to business people who are still conducting conventional transactions. This applies to the bottled drinking water industry which is still dominated by small entrepreneurs. The study population is bottled mineral water products. Research data sources consist of secondary data and primary data. Data analysis techniques using Structural Equation Model (SEM), by testing the industry criteria 4.0 and the competitiveness of bottled drinking water and AHP to determine the dominant factors that influence. The results of this study are the R-square test value for the goodness-fit model with a value of 0.454 for competitiveness and 0.361 for product design so that the R-square is greater than what is needed, namely 0.261, from the influence between variables, the product design has a direct influence on competitiveness with a parameter coefficient of 0.609, and industry principle 4.0 for product design with a parameter coefficient of 0.601. By testing AHP the dominant factor in product design in the industrial era 4.0 is the price and volume factor of 0.39 so that in product design the price and product volume factors are the main factors in influencing the competitiveness of these bottled drinking water brands products.