THE STRATEGIC ROLE OF BUSINESS LOCATION DETERMINATION IN BUSINESS SUCCESS (CASE STUDY FAFANA COLLECTION STORE)

Abstract

In this increasingly advanced era where the economy is rapidly developing, especially in the business sector, various methods are being employed by entrepreneurs to advance their businesses. One such example is Fafana Collection store, a business in the fashion industry that focuses on producing housewife dresses. This research aims to understand the strategic role of business location determination in business success. As an entrepreneur, location determination is very important related to the success of a business. The purpose of this research is to identify the factors considered in location selection, the impact of the chosen location on the business, and the success of the business itself. This research uses qualitative methods, with data collection techniques of interviews and observations. The subject used is a case study of Fafana Collection store. The research results show that there are several factors determining the strategic location of the business. From this research, it is concluded that Fafana Collection store is threatened by the impact of an inappropriate business location, which has led to business failure caused by several factors, even though the store's location is strategic and easily accessible. The advice that can be given for this business is to find a more strategic location where the main focus is on a spacious area, as well as comfort for customers or consumers while shopping and easy access.