Survival mode strategy for traditional market in Indonesia based on consumer behaviour perspective
by Ronald Ronald; Amelia Amelia
International Journal of Trade and Global Markets (IJTGM), Vol. 15, No. 1, 2022

Abstract: Among the many traditional markets in Surabaya, there are three large traditional markets which generally sell vegetables. This research is important for the international market as Indonesia is a developing country and thus can be an example for other countries that face competition between traditional markets and modern retail. The research method used is a quantitative method using AMOS. Data collection was conducted by distributing questionnaires to 260 respondents. The results of this study show that to increase customer loyalty, sellers in traditional markets need to increase quality because what is spent in traditional markets is staple goods.

Online publication date: Wed, 16-Feb-2022

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