Analisis Kenyamanan Lokasi terhadap Sentimen Konsumen pada Gerai Mie Gacoan di Kota Medan: Pendekatan Data Sekunder Berbasis  Ulasan Digital

Ronda Deli Sianturi; Surya Ariza Siregar; Siti Aisyah; Desri Fania Nadeak; Aulia Shafira

doi:10.30640/inisiatif.v5i3.6530

Authors

Ronda Deli Sianturi Universitas Budi Darma
Surya Ariza Siregar Universitas Budi Darma
Siti Aisyah Universitas Budi Darma
Desri Fania Nadeak Universitas Budi Darma
Aulia Shafira Universitas Budi Darma

DOI:

https://doi.org/10.30640/inisiatif.v5i3.6530

Keywords:

Consumer Centiment, Location Strategy, Mie Gacoan, Servicescape, User-Generated Content

Abstract

This study aims to analyze the influence of location convenience on operational performance and consumer sentiment across nine Mie Gacoan outlets in Medan City. Employing a secondary data approach based on User-Generated Content (UGC) extracted from Google Maps, TikTok, and Instagram, this research combines text mining sentiment analysis methods with Ordinary Least Squares (OLS) regression econometric analysis. The findings reveal a significant spatial paradox in the company's expansion strategy. On one hand, location selection oriented toward high-visibility along main arterial roads has proven effective in increasing brand exposure and foot traffic volume positively. On the other hand, overcrowding that exceeds the physical infrastructure capacity of the outlets is empirically correlated with a substantial increase in negative-sentiment reviews. Dominant consumer complaints center on the degradation of physical environment comfort (servicescape), including excessive room heat, high noise levels, serpentine queues, chaotic parking management, and sensitive issues regarding operational waste leakage. In conclusion, aggressive retail expansion without sufficient operational space capacity mitigation serves as a "double-edged sword" that degrades consumer comfort satisfaction within the digital space.

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