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All Journal JAM : Jurnal Aplikasi Manajemen MIX : Jurnal Ilmiah Manajemen Jurnal Mirai Management Applied Information System and Management SEIKO : Journal of Management & Business EQIEN - JURNAL EKONOMI DAN BISNIS YUME : Journal of Management Journal of Humanities and Social Studies EKONOMI BISNIS Coopetition : Jurnal Ilmiah Manajemen Jurnal Pengembangan Manajemen, Bisnis, Keuangan dan Perbankan Golden Ratio of Marketing and Applied Psychology of Business Society: Jurnal Pengabdian Masyarakat International Journal of Economics (IJEC) Golden Ratio of Data in Summary EJOIN : Jurnal Pengabdian Masyarakat Jurnal Masyarakat Berdikari dan Berkarya (MARDIKA) Blockchain Frontier Technology (BFRONT) Celebes Journal of Community Services Ambidextrous : Journal of Innovation, Efficiency and Technology in Organization Global Management: International Journal of Management Science and Entrepreneurship
Suca Rusdian
STIE Yasa Anggana Garut
Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Journal : Applied Information System and Management

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The Role of Geographic Information Systems in Marketing Strategy: Improving the Efficiency of Store Locations and Consumer Targeting Based on Alfamart Locations in Bandung City Syaifuddin, Syaifuddin; Puad, Noor Aimi Mohamad; Rusdian, Suca
Applied Information System and Management (AISM) Vol. 8 No. 2 (2025): Applied Information System and Management (AISM)
Publisher : Depart. of Information Systems, FST, UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/aism.v8i2.45522

Abstract

This research explores the application of Geographic Information Systems (GIS) to optimize location selection and consumer targeting strategies for Alfamart mini markets in Bandung City. The purpose of this study is to assess how GIS can improve the decision-making process in determining the location of new outlets by integrating spatial data with multi-criteria decision analysis methods. This research uses Analytical Hierarchy Process (AHP) to evaluate the best location based on factors such as population density, accessibility, and the presence of competitors. Additionally, authors conducted consumer segmentation using the K-means clustering technique to understand consumer behavior based on shopping patterns and geographical distribution. Key findings showed that the Dago area in Bandung was the optimal location for the new store, with a 25% increase in foot traffic and a 30% increase in sales during the first three months of operation. This research emphasizes the importance of using GIS not only for spatial analysis but also for more targeted marketing, improved operational efficiency, and customer satisfaction. However, there are limitations in terms of dependence on data quality and the dynamics of consumer preferences. Future research could expand the coverage area and integrate additional variables to refine the application of GIS in retail location planning.
Co-Authors Akmaludin Akmaludin, Akmaludin Ameliani, Meli Amellia Octaviani Putri Andri Muhamad Nuroni Avinash Pawar Deni Rustandi Diandra, Patiah Nur Dini Nurhayati Febryan, Rival Gunawan, Tommy Indra Hari Mulia Herman Herman Iis Ayu Nurjanah Ima Apriliani jajang sugiat Jajang Sugiat Jajang Sugiat Junaedi Junaedi Mia Kusmiati Nadzri, Suhaila binti Nita Eldiani Nur Aulia Paroli Paroli Puad, Noor Aimi Mohamad Rismayani, Nizma Septiady, Adryan Sovian Aritonang Sugiat, Jajang Sukayat, Harmoko Sundari, Sri Syaifuddin Syaifuddin Syaifuddin Syaifuddin Taofik Hidayat, Taofik Taopik Hidayat Thomas Green Tojiri, Yusuf Vina Islami, Vina Willya Achmad Yakin, Ipa Hafsiah Yeti Rosita Yuni Maryani Yusuf Tojiri