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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh lokasi usaha terhadap volume penjualan pada usaha fotokopi Mutiara Hati di Manokwari. Latar belakang penelitian didasarkan pada pentingnya lokasi sebagai elemen bauran pemasaran yang memengaruhi arus pelanggan, kemudahan akses, dan tingkat transaksi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei pada 50 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner tertutup dan dianalisis menggunakan regresi linier sederhana. Hasil penelitian menunjukkan bahwa variabel lokasi usaha yang diukur melalui lima indikator (aksesibilitas, visibilitas, kedekatan dengan target pasar, fasilitas pendukung, dan keamanan lingkungan) berpengaruh positif dan signifikan terhadap volume penjualan. Koefisien determinasi (R²) sebesar 0,568 menunjukkan bahwa 56,8% variasi volume penjualan dijelaskan oleh faktor lokasi usaha. Temuan ini menegaskan pentingnya lokasi strategis sebagai salah satu determinan keberhasilan usaha jasa, khususnya fotokopi, di lingkungan perkantoran. Implikasi penelitian ini dapat menjadi acuan bagi pelaku usaha mikro dalam merancang strategi bisnis yang berkelanjutan.

Keywords

lokasi usaha, volume penjualan, strategi pemasaran, usaha fotokopi, regresi linier sederhana

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How to Cite
Maryam, M., Heatubun, F. ., & Rahaded, L. K. . (2025). Pengaruh Lokasi Usaha terhadap Volume Penjualan pada Usaha Fotokopi Mutiara Hati Manokwari. Economics and Digital Business Review, 6(2), 1521–1528. Retrieved from https://www.ojs.stieamkop.ac.id/index.php/ecotal/article/view/2585
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