Ranking Factors Influencing Consumer Preference in Choosing A Petrol Station Using Fuzzy Ahp

Many petrol station operators lack a structured approach to prioritising consumer preferences, especially in local areas like Perlis. This study applies the Fuzzy Analytical Hierarchy Process (FAHP) to identify and rank factors influencing petrol station choices. A structured questionnaire was distributed to five selected experts, comprising UiTM Perlis lecturers, staff, and a petrol station worker. Pairwise comparisons and fuzzy AHP technique were employed to evaluate four main factors: fuel quality, service quality, location, and brand reputation, with each comprising three subfactors. Results show fuel quality was the most significant factor (normalised weight = 0.4458), followed by brand reputation (normalised weight = 0.3207), location (normalised weight = 0.1327), and service quality (normalised weight = 0.1008). Sub-factors like loyalty programs and octane rating were highly ranked. Fuzzy AHP effectively highlighted priority areas for consumer decision-making, offering valuable insights for station operators and planners.