PENGARUH CITRA PASAR TRADISIONAL TERHADAP LOYALITAS KONSUMEN (STUDI KASUS DI PASAR OESAPA KOTA KUPANG)
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Sarce Jublina Ludji(1*)
Program Studi Agribisnis Fakultas Pertanian Undana
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Maria Bano(2)
Program Studi Agribisnis Fakultas Pertanian Undana
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I Wayan Nampa(3)
Program Studi Agribisnis Fakultas Pertanian Undana
(*) Corresponding Author
Abstract
The purpose of this study was to determine the effect of traditional market dimensions consisting of price, service, quality, physical environment, location and diversity of goods on consumer loyalty and the most dominant market dimension influencing consumer loyalty at the Oesapa Traditional Market in Kupang City.
The results of this study indicate that the market dimensions that have a real or significant influence on consumer loyalty are price, quality, location and variety of goods. Then what does not have a significant or real influence is the service and the physical environment. It can be said that loyal consumers shopping at the Oesapa Traditional Market are more influenced by considerations of cheap and negotiable prices, good product quality, with a varied variety of goods and easily accessible locations. The negative effect on the price variable is that if the price increases, consumer loyalty will decrease. Then the dimension that has the greatest influence on consumer loyalty is the diversity of goods. Loyal consumers shop at a traditional market due to the many and varied types of goods compared to other places
