Pengaruh Lokasi Usaha dan Potensi Pasar terhadap Kelayakan Pembukaan Toko Ritel Grosir di Desa Pekan Tanjung Beringin
DOI:
https://doi.org/10.55606/jumia.v4i4.4580Keywords:
Business Feasibility, Business Location, Market Potential, Retail Wholesale, Weighted ScoringAbstract
This study aims to assess the preliminary feasibility of opening a retail-wholesale store in Pekan Tanjung Beringin Village, Tanjung Beringin District, Serdang Bedagai Regency, based on business location and market potential. The study applies a descriptive quantitative approach using secondary data. The main source is the 2025 Tanjung Beringin District in Figures publication issued by Statistics Indonesia of Serdang Bedagai Regency on September 26, 2025, which describes regional conditions in 2024. A weighted scoring approach with min–max normalization is used to reduce arbitrary scoring. The location aspect is assessed using distance to the district capital and distance to the regency capital, while market potential is assessed using population and population density. Among the eight villages in Tanjung Beringin District, Pekan Tanjung Beringin has the shortest distance to the district capital at 1 km and is 7 km from the regency capital. The village has 5,994 inhabitants and the highest population density in the district at 1,816 persons per square kilometre. The normalized scores are 5.00 out of 5 or 100% for location, 3.73 out of 5 or 74.51% for market potential, and 87.26% for the combined feasibility score. Based on the operational criteria of this study, the result is classified as very feasible as a preliminary indication. The result should not be interpreted as a probability of business success because actual demand, competitor sales, investment costs, and cash-flow projections were not measured.
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