EFEKTIVITAS PENATAAN PRODUK DI TOKO RITEL: STUDI KASUS DI TOSERBA SUNAN DRAJAT CABANG JATIROGO

Abstract

This research aims to analyze the effectiveness of implementing a product arrangement strategy at Toserba Sunan Drajat, Jatirogo Branch, and its impact on customer experience and operational efficiency. Along with the rapid growth of the retail industry in Indonesia, competition requires business actors, including local retailers, to optimize every operational aspect, especially visual merchandising. The research method used is a qualitative case study with data collection techniques through participant observation during a five-month internship program. The author was directly involved in daily activities such as arranging displays, managing stock, and implementing promotions. The research findings indicate that Toserba Sunan Drajat has implemented the fundamentals of good product arrangement, such as grouping goods by category. This study provides a practical contribution for local-scale retail managers in their efforts to enhance competitiveness through strategic product arrangement.