Application of ELECTRE Algorithm in Skincare Product Selection

Skincare is currently growing very fast. The community, especially women, both teenagers and parents, now believes more in Skincare services and products that change
consumers' faces to be cleaner, and shine for their appearance. However, until now there are still obstacles that are often faced by consumers in choosing Skincare that is in accordance with the needs of their skin type. This study aims to recommend the selection of Skincare products
based on consumers using the ELECTRE method. The data collection method was carried out by means of interviews and questionnaires on 250 samples of consumers who use Skincare
products in the city of Pematangsiantar. Based on these results the criteria for evaluating prices (X1), ingredient content (X2), side effects (X3), availability of goods (X4), and packaging (X5). The alternatives used are 4 namely: A1 = Garnier, A2 = Nature Republic, A3 = Pond’s, A4 = Wardah. The results of the research using the ELECTRE method show that Skincare Garnier (A1) products are recommended to be the best Skincare based on consumers. It is expected that research results can provide understanding to consumers in choosing Skincare products.