<![CDATA[The coffee shop industry in Indonesia has experienced significant growth, particularly in Surabaya, where Generation Z has shown a strong interest in coffee shop culture as a social gathering place. The increasing number of coffee shop options has created a need for objective recommendations to assist consumers in selecting the best coffee shop, as evaluations are often subjective. This study aims to determine the priority order of criteria considered by Generation Z in selecting a coffee shop using the Analytical Hierarchy Process (AHP) method and to identify the best coffee shop using the Simple Additive Weighting (SAW) method. This research employed a Multi-Criteria Decision Making (MCDM) approach by integrating the AHP and SAW methods. The data were collected through an online questionnaire distributed to 126 Generation Z respondents who had visited at least two of the four selected coffee shops, namely Toko Kopi Harlem, Kopi Toko Djawa, Coste Coffee, and Just Little Cave. These four coffee shops were selected based on their high popularity on social media, particularly TikTok, as well as their similar price ranges and store atmosphere. The evaluation was conducted using seven criteria: price, service, facilities, taste, location, store atmosphere, and Instagrammability. The results showed a Consistency Ratio (CR) value of 0.0082 (< 0.1), indicating that the pairwise comparison judgments were consistent. The priority order of the criteria preferred by Generation Z was taste (0.2904), store atmosphere (0.1652), facilities (0.1412), service (0.1149), Instagrammability (0.1110), price (0.0934), and location (0.0839). The SAW ranking results indicated that Coste Coffee achieved the highest preference value (0.9873), followed by Just Little Cave (0.9671), Toko Kopi Harlem (0.9484), and Kopi Toko Djawa (0.9424). Therefore, Coste Coffee is recommended as the best coffee shop for Generation Z in Surabaya based on the selected evaluation criteria. ABSTRAK Perkembangan industri coffee shop di Indonesia mengalami pertumbuhan yang pesat, khususnya di Surabaya yang menjadi salah satu kota dengan tingginya minat generasi Z terhadap budaya “nongkrong” di coffee shop. Banyaknya pilihan coffee shop menyebabkan konsumen membutuhkan rekomendasi dalam menentukan coffee shop terbaik secara objektif karena penilaian sering kali bersifat subjektif. Penelitian ini bertujuan untuk menentukan urutan kriteria yang diprioritaskan generasi Z dalam memilih coffee shop menggunakan metode Analytical Hierarchy Process (AHP) serta menentukan peringkat coffee shop terbaik menggunakan metode Simple Additive Weighting (SAW). Penelitian ini menggunakan pendekatan Multi-Criteria Decision Making (MCDM) dengan kombinasi metode AHP-SAW. Data diperoleh melalui kuesioner online terhadap 126 responden generasi Z yang pernah mengunjungi minimal dua dari empat coffee shop yang dijadikan alternatif, yaitu Toko Kopi Harlem, Kopi Toko Djawa, Coste Coffee, dan Just Little Cave. Keempat coffee shop tersebut dipilih karena memiliki popularitas tinggi di media sosial, khususnya TikTok, serta memiliki rentang harga dan store atmosphere yang relatif serupa. Penilaian dilakukan berdasarkan tujuh kriteria, yaitu harga, pelayanan, fasilitas, rasa, lokasi, store atmosphere, dan instagramable. Hasil penelitian menunjukkan nilai consistency ratio (CR) sebesar 0,0082 (<0,1) sehingga penilaian dinyatakan konsisten. Urutan kriteria yang diprioritaskan generasi Z adalah rasa (0,2904), store atmosphere (0,1652), fasilitas (0,1412), pelayanan (0,1149), instagramable (0,1110), harga (0,0934), dan lokasi (0,0839). Hasil pemeringkatan dengan metode SAW menunjukkan Coste Coffee memperoleh nilai preferensi tertinggi (0,9873), diikuti Just Little Cave (0,9671), Toko Kopi Harlem (0,9484), dan Kopi Toko Djawa (0,9424). Dengan demikian, Coste Coffee direkomendasikan sebagai coffee shop terbaik bagi generasi Z di Surabaya berdasarkan kriteria yang telah ditentukan.]]>
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