Abstract

The goals of this research are to identify the factors that caused people shops in traditional market place, and also the factors that distingusih traditional and modern market place. By using costumer's perspective we could understand the customer's need. By compiling both the result of customer's and merchant's perspectives, we could know whether the merchant's already understand consumer's or not. Finally, through the consumer's choice of shopping place, we could understand the reasons why modern market place thrive, while traditional market place surge. The research conducted through sample generation from nine traditional market places in Semarang. The analysis of data uses Factor Analysis and Discriminant Analysis. The research's result showed through some variables that distinguish consumers' and merchant'. The research also revealed that consumers tend to shop in a modern market place because of these following reasons: fixed price, clean, odorless, air conditioning, safe, building's physical appearance, paymentfacility, prestige, product availability, and affected by consumer's education program. On the other hand, consumer tend to shop in a tradtional market place is because of the bargain price, lower price, direct services, and to shop for daily usage

Keywords : Pasar Tradisional, Pasar Modern, Perilaku Konsumen

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