<![CDATA[Public demand for mobile phones continues to increase as mobile phones evolve as tools for communication, work, entertainment, and access to digital information. With so many products with varying specifications to choose from, consumers often find it difficult to determine which mobile phone suits their needs. Holida Seluler, a store that sells various types of mobile phones, still uses a manual approach in providing recommendations to customers, which can potentially result in inaccurate decisions. This study aims to develop a website using the Simple Additive Weighting (SAW) method to assist customers in determining the best mobile phone, as well as to design a system capable of presenting objective calculation results based on predetermined criteria weights that can be directly applied in the recommendation process. The data used consists of 50 mobile phone products available in stores, with seven main criteria, namely: price, RAM, internal memory, camera, battery capacity, screen, and refresh rate. This system was built using the PHP programming language and MySQL database. The implementation results show that the system can objectively rank mobile phones based on user preferences, with the A45 alternative as the best choice, obtaining the highest score of 0.9100. This system is capable of providing fast, accurate, and data-driven recommendations, thereby increasing service effectiveness and enhancing the customer experience in choosing the right product]]>
