Analysis of the Effectiveness of the Rating Method in Determining the Location of New Alfamart Stores in Rembang Regency

The modern retail industry in Indonesia continues to grow, including in Rembang Regency, making location selection crucial for Alfamart’s expansion. This study analyzes the application of the rating method in determining new store locations, comparing Narukan Village and Kragan Village. Conducted from February to June 2024 using a qualitative approach through interviews, field observations, and company document reviews, the research assessed six factors: accessibility, population density, vehicle traffic, rental prices, supporting facilities, and number of competitors. Results showed Narukan scored higher, especially in road access, population density, and competition level. However, the rating method proved only partially effective, as it overlooked consumer behavior and socio-economic dynamics. Thus, while useful as an initial assessment tool, the method requires further refinement to improve accuracy and decision-making efficiency.