ANALISIS PREFERENSI KONSUMEN PASAR TRADISIONAL DAN MODERN DI KABUPATEN MOJOKERTO

The market is a place where sellers and buyers meet to buy and sell products.
Markets are divided into two, namely traditional markets and modern markets. The
market phenomenon that is occurring now is the increase in modern markets which are
able to shift the development of traditional markets with the advances they offer.
Consumer preferences in markets are consumers' preferences in choosing to shop
between traditional markets and modern markets. This research aims to 1). Describe
the phenomenon in traditional markets and modern markets in Mojokerto district 2).
To determine the influence of price, product quality, market location and facilities on
consumer preferences in traditional markets and modern markets in Mojokerto district.
This research was conducted in Mojokerto Regency, specifically at the Kedungmaling
Traditional market and the Superindo Modern market. The data used is primary data
collected through distributing questionnaires to 80 samples. The sampling technique in
this research is the accidental sampling method. The analysis technique used is a
structural equation model using the Smart-PLS application. The results of this research
are 1) The phenomenon of traditional markets in terms of traditional market prices
being cheaper on the market compared to modern markets. In terms of product quality,
traditional markets and modern markets have their respective advantages, but for
cleanliness and appearance, modern markets are superior. In terms of location,
traditional markets and modern markets have similarities with strategic locations.
Meanwhile, in terms of facilities, traditional markets are superior in places of worship
and modern markets in terms of toilets. 2) In traditional markets there are two factors
that influence consumer preferences, namely price, product quality and facilities. In the
modern market, there is one factor that influences consumer preferences, namely
product quality. Meanwhile, the factors that influence consumer preferences through
location variables in traditional markets, namely price through location variables, and
the factors that influence consumer preferences through location variables in modern
markets do not have a significant effect.