Penentuan Lip Balm Terbaik untuk Bibir Kering Menggunakan Metode ELECTRE Berdasarkan Preferensi Konsumen

This study aims to determine the best lip balm for consumers with dry lips using the Elimination Et Choix Traduisant la Réalité (ELECTRE) method based on consumer preferences. In the modern era, the growing awareness of skin health and environmental sustainability encourages consumers to be more selective in choosing lip care products. However, the numerous criteria involved—such as moisturizing effectiveness, price, ingredient safety, sustainability, and consumer preferences—often make the decision-making process complex. Therefore, the ELECTRE method is applied to assist the selection process objectively by considering multiple criteria simultaneously. This research involves five lip balm product alternatives, namely WARDAH Everyday Fruity Sheer Lip Balm (A3), EMINA Oh So Kissable Tinted Balm Stick (A4), Vaseline Lip Therapy (A5), Maybelline Baby Lips (A1), and Nivea Original Care (A2). The analytical stages include data normalization, criteria weighting, construction of concordance and discordance matrices, and the formation of a dominant aggregation matrix to determine the final ranking. Based on the calculation results, WARDAH Everyday Fruity Sheer Lip Balm (A3) and EMINA Oh So Kissable Tinted Balm Stick (A4) achieved the highest dominance value of E = 4.00, indicating superior performance in moisturizing ability, ingredient safety, and alignment with consumer preferences. These findings demonstrate that the ELECTRE method is effective for quantitatively determining the best cosmetic products and can serve as a reference for consumers in choosing optimal lip balm products and for manufacturers in developing products that better align with market needs.