Comparison of Visitor Preferences and Satisfaction Between Old and New Markets in Semarang City
DOI:
https://doi.org/10.56910/literacy.v4i3.2928Keywords:
Market Atmosphere, Market Facilities, Market Preference, Product Price, Product QualityAbstract
This study examines visitor satisfaction and market preferences in traditional and modern markets in Semarang City, Indonesia, focusing on five key variables: product price, product quality, service quality, market facilities, and market atmosphere. The research addresses the declining competitiveness of traditional markets amid urban modernization and the rise of modern and digital retail systems. The goal is to identify dominant factors influencing consumer preferences and satisfaction in hybrid market competition. A quantitative method was used, involving a structured questionnaire distributed to market visitors. Data were analyzed using multiple linear regression to determine the impact of each variable on consumer satisfaction and market preferences. The results indicate that service quality is the most influential factor, followed by product quality and market facilities. While product price and market atmosphere also play roles, their effects are less significant. These findings suggest that consumer behavior is shaped not only by economic considerations, but also by the overall shopping experience and service interactions. The model used in this study has a high explanatory value (R² = 0.914), reflecting the strength of the predictive framework. This confirms that enhancing service and improving physical infrastructure are key to increasing the appeal of traditional markets. This research contributes to discussions on retail transformation and offers insights for local governments, market administrators, and vendors. It emphasizes the need to balance modernization efforts with improvements in traditional retail spaces. However, the study is limited to a specific region and does not explore digital market influences. Future research should broaden the geographic scope, incorporate online shopping behavior, and use longitudinal approaches to better inform policy and strategic development.
References
A. R. Krisnadi and D. Natalia, "Analisis Faktor-Faktor yang Memengaruhi Minat Kunjungan Wisatawan Berdasarkan Komponen Destinasi Wisata di Kawasan Kuliner, Pasar Lama Tangerang," Destin. J. Hosp. dan Pariwisata, vol. 2, no. 1, pp. 34-46, 2020, doi: https://doi.org/10.31334/jd.v2i1.1069
J. J. Nájera-Sánchez, C. Pérez-Pérez, and T. González-Torres, Exploring the knowledge structure of entrepreneurship education and entrepreneurial intention, vol. 19, no. 2. Springer US, 2023. doi: https://doi.org/10.1007/s11365-022-00814-5
S. P. Soegijono, "Penataan Pasar Tradisional sebagai Pusat Aktvitas Ekonomi dan Relasi Sosial di Kota Ambon," Widyakala J. Pembang. Jaya Univ., vol. 9, no. 1, p. 62, 2022, doi: https://doi.org/10.36262/widyakala.v9i1.577
A. J. P. A. E. Rahayu, "Pelanggan UMKM di Hotel Grand Mercure Malang," vol. 8, no. 2, pp. 1814-1823, 2024. https://doi.org/10.31955/mea.v8i2.4247
Y. V. Paramitadevi, N. Jannah, and G. P. Mindara, "Preferensi Kenyamanan Pengunjung di Kebun Raya Bogor selama Adaptasi Kebiasaan Baru Berbasis Big Data," Arsitektura, vol. 19, no. 2, p. 177, 2021, doi: https://doi.org/10.20961/arst.v19i2.47627
M. Suebudin, "Pentingnya Melakukan Personal Branding Dan Memahami Digital Marketing Pada Pedagang Pasar Tradisional Karangampel Indramayu," SINAU J. Ilmu Pendidik. dan Hum., vol. 8, no. 2, pp. 164-179, 2022, doi: https://doi.org/10.37842/sinau.v8i2.100
Y. A. Singgalen and R. Sijabat, "Explanation of the Intention to Become a Social Entrepreneur Through Social Entrepreneurship Education," 2022. [Online]. Available: https://www.researchgate.net/.../EKSPLANASI-INTENSI-MENJADI-SOCIAL-ENTREPRENEUR-MELALUI-PENDIDI
A. Anggraini, D. Wulandari, R. E. Utama, U. M. Jakarta, T. Selatan, and I. Teknologi, "Strategi Inovasi Teknologi Terhadap Daya Saing UMKM," Musyitari J. Neraca Manaj. Ekon., vol. 2, no. 2, pp. 2--20, 2023, doi: 10.8734/musytari.v2i2.908
U. Tribhuwana and T. Malang, "Abd. Rohman, Soleman Renda Bili, Asih Widi Lestari," pp. 96-112, 2021.
E. E. Pujiastuti, "Pengaruh Pengalaman Wisatawan Terhadap Kepuasan Dan Kepercayaan Serta Niat Berkunjung Kembali," Dialekt. J. Ekon. dan Ilmu Sos., vol. 5, no. 2, pp. 185-201, 2020, doi: https://doi.org/10.36636/dialektika.v5i2.465
N. K. Majid, "Study of Cleaner Production Potential from Spiritus Production Case Study at PT Madubaru Madukismo, Bantul," 2019.
Haris, Kewirausahaan dan Ekonomi Kreatif, vol. 7, no. November, 1967.
I. N. Maulida, Y. Hariyoko, and I. Murti, "Implementasi Kebijakan Penataan Pedagang Kaki Lima Sebagai Upaya Peningkatan Daya Saing Usaha di Kabupaten Bangkalan," J. Politik dan Humaniora, vol. 2, no. 3, 2024. https://doi.org/10.59059/mandub.v2i3.1357
A. Parasuraman, V. A. Zeithaml, and L. L. Berry, "SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality," J. Retail., vol. 64, no. 1, pp. 12-40, 1998.
P. G. H. A. Charmiati and I. B. K. Surya, "Pengaruh Kepuasan Kerja Terhadap Organizational Citizenship Behavior (OCB) Dengan Komitmen Organisasional Sebagai Variabel Mediasi," 2019, doi: https://doi.org/10.24843/EJMUNUD.2019.v08.i03.p22
A. Triwijayati, Y. P. Luciany, Y. Novita, N. Sintesa, and A. Zahruddin, "Strategi Inovasi Bisnis untuk Meningkatkan Daya Saing dan Pertumbuhan Organisasi di Era Digital," J. Bisnis dan Manaj. West Sci., vol. 2, no. 03, pp. 306-314, 2023, doi: https://doi.org/10.58812/jbmws.v2i03.564
B. Fitriani and R. Kurniawan, "Analisis Kontribusi UMKM terhadap Penyerapan Tenaga Kerja di Daerah Perkotaan," J. Manaj. dan Kewirausahaan, vol. 10, no. 1, pp. 45-56, 2021.
R. A. Putri, "Analisis Good Corporate Governance Dalam Peningkatan Kinerja Perusahaan (Studi Kasus Pada Hotel Asida)," El Muhasaba J. Akunt., vol. 1, no. 1, p. 48, 2018, doi: 10.18860/em.v1i1.5387. https://doi.org/10.18860/em.v1i1.5387
P. Kotler and K. L. Keller, Marketing Management, 15th ed. New Jersey: Pearson Pretice Hall, Inc., 2016.
I. N. A. Lukman, "Analysis of E-Servqual Dimensions Influencing E-Customer Satisfaction," J. Sist. Inf. dan Bisnis Digit., vol. 12, no. 1, pp. 45-58, 2024.
A. Nuzulia, "Analisa Pengaruh Asosiasi Merek Terhadap Loyalitas Pelanggan JW Marriott Surabaya dengan Kepuasan Pelanggan Sebagai Variabel Perantara," Angew. Chemie Int. Ed., vol. 6, no. 11, pp. 5-24, 1967.
S. Kusumawati and R. Wahyudi, "Peran Pengelolaan Modal dan Digitalisasi terhadap Efisiensi Operasional UMKM," J. Inov. Bisnis, vol. 10, no. 2, pp. 102-115, 2020.
Chuangjian et al., "Pengaruh Persepsi Harga, Kualitas Produk, Dan Kepuasan Pelanggan Terhadap Minat Pembelian Ulang," J. Manaj. Bisnis dan Kewirausahaan, vol. 4, no. 1, pp. 133-138, 2020. https://doi.org/10.24912/jmbk.v4i4.8675
Maryono, Taharuddin, Fitriyadi, Humaidi, and H. R. Muslim, "Kemampuan Orientasi Pasar dan Kewirausahaan untuk Meningkatkan Kinerja Pemasaran IKM Kerajinan Kain Sasirangan Melalui Kapabilitas Pemasaran Dinamis," J. Bisnis dan Pembang., vol. 13, no. 1, pp. 97-115, 2024. https://doi.org/10.20527/3npwvb70
A. M. Rawashdeh and S. A. Tamimi, "The Impact of Employee Perceptions of Training on Organizational Commitment and Turnover Intention: An Empirical Study of Nurses in Jordanian Hospitals," Eur. J. Train. Dev., vol. 44, no. 2-3, pp. 191-207, 2020, doi: 10.1108/EJTD-07-2019-0112. https://doi.org/10.1108/EJTD-07-2019-0112
V. Ratten and L. P. Dana, "Indigenous Food Entrepreneurship in Australia: Mark Olive 'Australia's Jamie Oliver' and Indigiearth," Int. J. Entrep. Small Bus., vol. 26, no. 3, pp. 265-279, 2015, doi: https://doi.org/10.1504/IJESB.2015.072391
K. Abdullah et al., Metodologi Penelitian Kuantitatif, no. May, 2017.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 LITERACY : International Scientific Journals of Social, Education, Humanities
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
