<![CDATA[Customer loyalty determination at Baik Clean Laundry has traditionally been based solely on the number of customer transactions. This approach creates challenges in the reward selection process, particularly when multiple customers have the same number of transactions, making it difficult to identify the most deserving customer. This study aims to implement the Multi-Objective Optimization on the Basis of Ratio Analysis (MOORA) method as a decision support approach to rank loyal customers more objectively and accurately. The evaluation is based on five criteria: total transaction value, visit frequency, service variety, timeliness of laundry collection, and payment punctuality. A web-based decision support system was developed to facilitate data processing and ranking. System testing was conducted by comparing manual calculations with the results generated using the MOORA method. The results indicate that the MOORA method produces a more objective customer ranking, eliminates ties in the evaluation process, and effectively identifies the customer who is most eligible to receive rewards at Baik Clean Laundry. Keywords: Loyal customers; Decision Support System; MOORA; Reward Abstrak Penentuan pelanggan loyal pada Laundry Baik Clean selama ini hanya didasarkan pada jumlah transaksi yang dilakukan oleh pelanggan. Pendekatan tersebut menimbulkan kendala dalam proses pemberian reward, terutama ketika terdapat beberapa pelanggan yang memiliki jumlah transaksi yang sama sehingga sulit menentukan pelanggan paling layak memperoleh penghargaan. Penelitian ini bertujuan untuk mengimplementasikan metode Multi-Objective Optimization on the Basis of Ratio Analysis (MOORA) sebagai metode pendukung keputusan dalam melakukan perangkingan pelanggan loyal lebih objektif dan akurat. Penilaian dilakukan berdasarkan lima kriteria, yaitu total nilai transaksi, frekuensi kunjungan, ragam layanan, ketepatan waktu pengambilan cucian, dan kelancaran pembayaran. Sistem pendukung keputusan dikembangkan berbasis web untuk mempermudah proses pengolahan data dan penentuan hasil. Pengujian dilakukan dengan membandingkan hasil perhitungan manual dengan hasil perhitungan menggunakan metode MOORA. Hasil penelitian menunjukkan bahwa metode MOORA mampu menghasilkan peringkat pelanggan yang lebih objektif, menghilangkan nilai yang sama, serta membantu menentukan pelanggan yang paling berhak menerima reward di Laundry Baik Clean.]]>
