Evaluasi Kinerja Bauran Retail (Retail Mix) di KP Minimarket

Abstract

Pertumbuhan industri retail di Indonesia dan Lombok Timur, menunjukkan peluang bisnis minimarket. Meski memiliki rating 4,1 dari 5 di Google dengan 299 ulasan, KP Minimarket di Lombok Timur mengalami penurunan pendapatan signifikan dari 2019-2023. Penelitian ini bertujuan mengevaluasi kinerja bauran retail KP Minimarket menggunakan metode kualitatif dan kuantitatif melalui analisis deskriptif, Customer Satisfaction Index (CSI), dan Importance Performance Analysis (IPA). KP Minimarket menargetkan remaja akhir perempuan berpendidikan SMA dari kalangan menengah ke bawah di Kecamatan Sakra Barat, dengan gaya hidup sibuk yang memerlukan produk berkualitas, harga terjangkau, dan kenyamanan berbelanja offline 1 sampai 3 kali per bulan dengan anggaran Rp100.000–Rp300.000. Enam atribut prioritas yang perlu diperbaiki adalah ketersediaan produk, pencahayaan toko, katalog produk, frekuensi iklan, diskon dan promosi, serta aksesibilitas kendaraan mobil. Rekomendasi mencakup implementasi sistem inventori otomatis, audit pencahayaan rutin, penyediaan katalog digital dan cetak, peningkatan iklan, strategi diskon, dan peningkatan aksesibilitas. bahasa inggriskan untuk di skipsi.

The growth of the retail industri in Indonesia and East Lombok shows potential for the minimarket business. Despite having a Google rating of 4.1 out of 5 with 299 reviews, KP Minimarket in East Lombok has experienced a significant decline in revenue from 2019-2023. This study aims to evaluate the retail mix performance of KP Minimarket using qualitative and quantitative methods through descriptive analysis, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA). KP Minimarket targets late teenage females with a high school education from lower-middle-class backgrounds in Sakra Barat District, who lead busy lives and require quality products at affordable prices, with the convenience of offline shopping 1 to 3 times a month with a budget of Rp100,000– Rp300,000. Six priority attributes that need improvement are product availability, store lighting, product catalog, advertising frequency, discounts and promotions, and vehicle accessibility. Recommendations include implementing an automatic inventory system, routine lighting audits, providing digital and print catalogs, increasing advertising, discount strategies, and improving accessibility.