APAKAH LOKASI MENENTUKAN KESUKSESAN BISNIS? KASUS BISNIS APOTEK DI YOGYAKARTA DAN SURAKARTA

https://doi.org/10.22146/jieb.6563

Nurul Indarti(1*), Erlisetya Wahyudi(2), Ramelan Chandra(3)

(1) Universitas Gadjah Mada
(2) Universitas Gadjah Mada
(3) Universitas Gadjah Mada
(*) Corresponding Author

Abstract


This study aims to identify location factors of pharmacy business and their association
with business success. Respondents of survey are 82 pharmacy businesses in Yogyakarta
and Surakarta. Regression analysis reveals that there are five location factors that have
significant relationship with business success. These factors are proximity to main road,
proximity to hospital/clinics, availability of business venue, proximity to housing, and being
in business centre. Altogether these factors explain 49.8% of total variance. In addition to
favourable location, other factors are also identified to be important in the pharmacy
businesses. These factors include complete assortment of medicines, affordable prices,
relationship with doctors, and customer service related factors.

Keywords: location factor, business success, pharmacy business.





DOI: https://doi.org/10.22146/jieb.6563

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