Analisis wilayah cakupan Retail Stores di Yogyakarta

PRASOJO, Wasis, Dr. Fahmy Radhi, MBA

2005 | Tesis | Magister Ekonomika Pembangunan

Pertumbuhan ekonomi Kota Yogyakarta yang terus meningkat dari tahun ke tahun membuat usaha retail stores semakin berkembang. Analisis wilayah cakupan terhadap retail stores di Yogyakarta bertujuan untuk mengidentifikasi potensi pasar dalam hal ini tingkat probabilitas kunjungan konsumen serta nilai potensial dari masing-masing retail stores tersebut. Penelitian ini mengukur tingkat probabilitas kunjungan konsumen dan nilai potensial terhadap sepuluh retail stores yang ada di Kota Yogyakarta dan sekitarnya, baik sebelum beroperasinya Carrefour maupun sesudah beroperasinya Carrefour dengan menggunakan Huff Probability Formulation Model. Teori probabilitas dari Huff ini menyatakan bahwa tingkat probabilitas kunjungan konsumen ditentukan oleh luas area perbelanjaan retail stores dan waktu tempuh menuju retail stores tersebut. Hasil penelitian ini menunjukkan bahwa probabilitas dan nilai potensial tertinggi sebelum beroperasinya Carrefour dimiliki oleh Ramai Supermarket dengan probabilitas kunjungan konsumen sebesar 14,04%. Namun setelah Carrefour beroperasi tingkat probabilitas Ramai Supermarket turun menjadi 10,82% dan peringkat pertama ditempati Carrefour dengan probabilitas 26,33%.

The economic growth of Yogyakarta which keep increasing year by year make the retail stores are growing. The catchment area analysis concerning the retail stores in Yogyakarta has the objective of identifying the market potential, in this case the level of probability of consumers’ visit and the potential values of each retail stores. This research measures the probability level consumers’ visit and the potential values of 10 retail stores which are located in Yogyakarta and its environs, either before and after the operation of Carrefour using the Huff Probability Formulation Model. The probability theory of Huff states that the level of probability consumers’ visit is determined by the size of the store and the driving time to reach the retail stores. This research indicates that the highest probability and potential values belong to Ramai Supermarket which has 14.04% as its level probability of consumers’ visit before Carrefour is operated. However after Carrefour is operated, the probability level of Ramai Supermarket is decreasing to 10.82% and Carrefour is taking the first place with 26.33% as its level of probability.

Kata Kunci : Potensi Pasar,Retail Stores