Research Location COMPANY PROFILE

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CHAPTER 4 COMPANY PROFILE

4.1. Research Location

The research was conducted at Mitra Mart in Rantepao, Toraja Utara, South Sulawesi. Going from Makassar City, the capital city, to Rantepao takes about 8 hours. The distance can be reached by bus or private vehicle. The location of Mitra Mart, which can be seen in figure 4.1., is almost in the midst of Rantepao City. The location of Mitra Mart is strategic because it is located in intersection, adjacent to hospitals, churches, town squares, and schools. Source : Toko Mitra Google Map Figure 4.1. Mitra Mart Location Based on the retail business ownership, Mitra Mart is an independent store . It‟s because the retail business is owned by an individual and is managed independently by the owners. The owners of Mitra Mart ‟s name are David Wongkar and his wife named Nova Djiwang. Mitra Mart was established in 2002. Mitra Mart is a minimarket whose sales area is 108m 2 , with the length of 12-m and width of 9-m, where the standard of sales area for a minimarket is 100m 2 to 400m 2 as stated by Sugiarta, 2011. Minimarket is a small shop and practically a kind of grocery store that sells all kinds of goods and food, but not as complete and big as a supermarket. In 19 contrast to the grocery store, the minimarket is implementing self-service system, where the buyers may pick up goods they need from the shelves of merchandise and pay them at the cashier. This system also helps to keep the buyer does not owe Respatih, 2012. Another difference is the operation hours of minimarket which is different from a supermarket. Some of minimarket s‟ opening hours is at 6 a.m. up to 11 p.m. Even, there is a minimarket that opens for 24 hours . Mitra Mart is open at 8 a.m. until 11 p.m., It is open every day except the major holiday. The front view of Mitra Mart can be seen in figure 4.2.: Figure 4.2. The front View of Mitra Mart Mitra Mart has three employees, two of which are women, whereas the other one is male. They work a salesclerk and they help the owner to organize the merchandise. Meanwhile, the owner work as the cashier is the owner of the minimarket.

4.2. Product Assortment