Proximity, Accessibility, and Visibility: An Analysis of Minimarket Location Strategies in Bandung City

Abstract

The rapid expansion of minimarkets in urban areas necessitates well-designed location selection strategies to ensure business sustainability amid intense competition in modern retailing. This study aims to analyze minimarket location selection in Bandung City from a consumer perspective by applying the retail location framework proposed by Berman and Evans. A descriptive qualitative approach was employed, with data collected through a literature review, semi-structured interviews with minimarket consumers, and field observations. Data were analyzed descriptively, and source triangulation was applied to enhance the credibility of the findings. The results indicate that minimarket location selection is a staged and interrelated process encompassing the evaluation of trading area characteristics, determination of location type, selection of specific sites, and assessment of alternative locations. Minimarkets tend to be located in areas with high population density, strong accessibility, and intense traffic flows. The dominant location format is the isolated store, reflecting the adoption of a convenience-oriented strategy that prioritizes ease of access, extended operating hours, and shopping comfort. Store visibility, accessibility, and the availability of parking facilities are identified as key determinants in final location decisions. This study concludes that the success of minimarket locations is shaped by the integration of spatial characteristics, consumer preferences, and the dynamics of retail competition.