FACTORS – FORMING SHOPPING CONSUMER PREFERENCES IN TRADITIONAL MARKET
Case Study of Sukaramai Market, Simpang Limun and Sei Sikambing)
*Nanda Hafiz Pratama Lubis
1), Achmad Delianur Nasution
2), Hilma Tamiami Fachrudin
3)Architectural StudyProgram , Faculty of Engineering
University of North Sumatera, Indonesia
*Email : [email protected]
Abstract
Traditional markets are built and managed by the Government, Private Sector, Cooperatives or non- governmental organizations as business facilities or places in the form of shops, kiosks, kiosks, tents owned / managed by small and medium traders and cooperatives, small capital and small-scale businesses where the sale and purchase process occurs through bargaining. This study aims to find factors forming consumer preferences for shopping at Traditional Markets. The research method in this study uses quantitative methods. The population and sample in this study were people who shop in traditional markets with 95 people each in the traditional markets studied. This study uses questionnaire techniques and documentation. From the literature study and previous studies compiled the preference factors that become hypotheses, namely accessibility, price, completeness of goods and transportation. The results of hypothesis testing in three markets in the city of Medan showed that the factors that could most influence consumers' preferences for shopping in traditional markets were the price factor (3,942). From the discussion it can be concluded that the price factor is very dominant in determining people's shopping preferences. For example, although accessibility is not good and the goods are complete, consumers still come shopping in the market. The price factor is strongly influenced by economic conditions (Makori 2015) and is not directly related to the physical conditions of the market such as accessibility and transportation. The author suggests that traditional markets need to be conditioned so that prices remain cheaper so that people continue to shop in traditional markets, without seeing good facilities and market accessibility.
Keywords : Accessibility, Prices, Completeness of Goods, Transportation and Traditional Market
PRELIMINARY
In the era of regional autonomy, the current focus of the giving of regional autonomy was given to the provincial government, district and city government from the central government. The authority was given in organising and managing government affairs based on the interests of the community and according to theirs own initiative by absorbing the aspirations of its people which are still included in the territory of the Republic of Indonesia. Where local governments are required to be independent in increasing their respective regions. In order to be able to carry out development, the local government must have the ability to explore financial resources effectively and efficiently in the developments’ needs. The source of local government funding depends on the role of Local Revenue (Law No. 33 of 2004 and PP No. 55 of 2005).
Activities which are occured in a trade center in general and traditional markets as one sub-system of trade centers in a city, is one of the parameter
that can be used to measure the growth and economic dynamics of a city. The intensity and variety of activities occur in a market characterizes how economic activities run in a city.The higher activity that occurs in the market is one of the indicator of the more dynamic of economy in a city.(Victor M. Maneik, 2006) Traditional markets are markets that are built and managed by the Government, Private Sector, Cooperatives or non-governmental organizations as business facilities or places in the form of shops, stalls, owned tents/ managed by small, medium and cooperative traders, with small capital and scale businesses, there is a process of buying and selling through bidding (Law No. 7 of 2014)
Characteristics of traditional markets (Malano, Herman. 2011) are :
Traditional markets are owned, built or managed by local governments
There is a system of bidding between sellers and buyers. This war bargain is one of the
cultures formed in the market. This process can establish a social relationship between traders and buyers closer.
3. Various business place and it is integrated the same location. Even though all of them are in the same location, the merchandise of each seller sells different items. In addition there is also a grouping of merchandise according to the type of merchandise such as fish, vegetable, fruits spices and meat traders.
4. Most of the goods and services offered are made locally. These merchandise sold in traditional markets are produced by the local.
Although there are some merchandises were taken from agricultural products from other areas that are not far from the area but do not import to another country.
The purpose of this study is to find the factors forming shopping consumer preferences in traditional market and knowing shopping of consumer preferences in traditional markets.
Market is a public fasilitation provided by the government. This is in accordance with the role of the government as the party in charge of allocating economic resources. Its role in allocating the sources of economy, the government tries that the utilization of these allocations can be optimal and support the production efficiency, the role of such government is called the allocation role. Market as sources of area where the sale and purchase of goods with more than one number of sellers both are referred to as shopping centers, traditional markets, shops, malls, plazas, trade centers and other designations.(Pindyck, Robert S, and Daniel L 2012)
[According to Daldjoeni (1992: 53) preference is defined as a function that influences the ability of the individual to observe sensory stimulation and turn it into an orderly related experience.
Accessibility which is an access to direct activities in the market must be properly planned so that provide an effective order for activities in the market. The magnitude of the main circulation on the market is in accordance with literature 3-4
meters and secondary circulation has a magnitude of 1.5 -2 meters. The length of the booth for the market has 10- 15 meters and a stall about 20-30 meters (Dewar & Watson, 1990)
Public transportation is the accessibility of one of the main influences in choosing shopping which is simple and proximity of distance (Miro, 2012) Price is one of the determinant of consumers in determining a service preference to a product or service. Especially if the product or service are a daily needs such as food, drinks and other basic needs, consumers will be very concerned with the price.
The completeness of the goods is the basic consideration of some respondents due to encourage respondents to fulfill their needs, so do their need of clothing, food and housing of good traditional market. To attract the interest of the community in certain locations.
RESEARCH METHODOLOGY
This type of research is quantitative descriptive research. Quantitative methods are used because research obtains primary data in the form of numbers, or qualitative data from questionnaires which are then predicted, and analyzed statistically (Sugiyono, 2014). Quantitative methods can help to collect, organize, and process primary data statiscally obtained from the results of questionnaires. Quantitative research is a means for testing objectives theories by examining the relationship among variables.
(Creswell, 2009)
The sampling method used in this study is a non- probability sampling method, because the population studied infinite (the population whose number and identity of members is unknown) besides also carried out by Accidental Sampling (Convenience sampling).
The population in this study is the entire community that consumers are shopping for basic necessities (basic needs) both in traditional
markets in the city of Medan. In this study the population is unknown, so to facilitate the determination of the number of samples was determined by the Wibisono formula (2003)
n = (0,25)
n = 95.04 = 95 People
The subjects of this study is Sukaramai Medan Market, Sikambing Medan Market and Simpang Limun Medan Market. While the research variables are accessibility, prices, completeness of goods and public transportation. The data analysis technique in this study is quantitative analysis which results in the form of numbers. In collecting 95 respondents in each traditional market.
THE LOCATION OF THE RESEARCH The location is in Medan at Medan Area District, Medan Kota and Helvetia Medan. Medan Area Subdistrict is a sub-district in Medan, North Sumatra, Indonesia. Medan Area Subdistrict borders Medan City in the west, Medan Denai in the east, Medan Kota in the south, and Medan Perjuangan and Medan Tembung in the north. In 2015, this sub-district had a population of 147,558 people. The area is 9.05 km2 and the population density is 26,005.80 lifes / km2
Each sub-district there is tradisional market researched
Activities which are occured in a trade center in general and traditional markets as one sub-system of trade centers in a city, is one of the parameter that can be used to measure the growth and economic dynamics of a city. The intensity and variety of activities occur in a market characterizes how economic activities run in a city.
The level of household needs for the market can be categorized; Survival needs, the most important level of needs is a need that must be fulfilled, at this level the market is a necessity to obtaine food and, the market is a place to buy and sell daily needs (Maslow in Gou & Lau, 2010).
Humans need various choices of different market environments. Some will be more comfortable spending on traditional markets, they are clean, others prefer wider traditional markets, some prefer traditional markets are homogeneous, and others tend to be heterogeneous ...
To test the first Ho hypothesis which states accessibility, price, completeness of goods and public transportation are factors that are considered by citizens who will shop in traditional markets,frequency test was conducted on the answers of respondents in the study area. In terms of preference, respondents in the study area assumed the number and completeness of facilities and environmental conditions were the most influential in making decisions to shop at Traditional Markets in Sukaramai Market, Simpang Limun and Sei Sikambing.
From the result of the questionnaires were distributed to respondents in the study area, it was concluded that the first null (Ho) Hypothesis that mentions accessibility, price, completeness of
=
goods and transportation are factors that becomes as a consideration of consumers shopping in Traditional Markets in choosing markets, is acceptable. Accessibility, price, completeness of goods and transportation is proven to be a factor that is taken into consideration by cosumer who choose shopping locations, humans have different cross cultural responses in responding to their functions and needs (Rapoport in Furlan &
Faggion, 2016). The need to shop, including the need of supporting facilities, is considered by respondents because shopping means more or less the desire or interest in choosing a traditional market location somewhere compared to other places due to various factors and variables were taken as a consideration to choose (Sinulingga, 2005),
Accessibility is a factor because there is a path in the study area. Pathway is considered to facilitate the mobilization of respondents to Traditional Markets in the City of Medan by private vehicles or public transportation and also accessibility in the Market. Pathways can be a connection or networking study areas with other regions outside the Market. In a Traditional Market there are natural and artificial facilities and infrastructure that support the functioning of the market environment, one of the market elements of supporting facilities such as roads (Doxiadis in Papioannou, 1999). Accessibility is one of the main influences in choosing traditional market locations, which is simple and proximity of distance (Koestoer, 2001).
Based on the respondents' assessment of market access in the market studied, it was found that traditional accessibility of traditional markets is
ordinary. Not too special or good in their judgment.
Public transportation is considered quite good.
Many pedicabs in various corners of the city.
Later there were online motorbikes used by citizens and technological advances in the field of transportation also affected human mobility for activities increasingly towards the suburbs.
(Yunus, 2000). For city transportation, the Sukaramai Market area is quite large, but with few routes.
Respondents' assessment of transportation in the market studied was found that traditional or moderate traditional market transportation, but in the Simpang Limun market, it is good because there is a lot of transportation in that location.
Price is one of the determinant of consumers in determining a service preference to a product or service. Especially if the product or service are a daily needs such as food, drinks and other basic needs, consumers will be very concerned with the price.
Based on respondents' assessment of prices in the market studied, it was found that the prices of basic food and traditional market clothes were
cheap and not too expensive. The completeness of the goods is the basic consideration of some respondents due to encourage respondents to fulfill their needs, so do their need of clothing, food and housing of good traditional market. To attract the interest of the community in certain locations.
Respondents' assessment of the completeness of goods in the market It was found that it was complete so that it was easier for consumers to fulfill their need.
CONCLUSION
Based on the results of the research and discussion, it can be concluded that the Factors Forming shopping consumer preferences in traditional market From accessibility it is considered by several respondents to choose shopping locations in Traditional Markets, even though the quality of road access inside or outside is considered poor , there are still many holes, corrugated, and flooded when it rains. The width of the road in markets such as the Sukaramai Market is feasible and access to the area is not far from the settlement. Although the roads in the Simpang Limun Market and Sei Sikambing Market are still not maximally fulfilled.
Price variables and completeness of goods have a significant positive effect on Consumer Preferences Shopping in Traditional Markets in Medan City.
Public transportation is considered quite good at Sukaramai Market, Simpang Limun Market and Sei Sikambing Market. Many public transportations are found in every corner of the
district. According to respondents the worse traffic jams were exacerbated by the fact that many vehicles were lined up or stopped in the middle of the street. Most of them didn’t realize how to drive in order. And Public Transportation is also very influential on Consumer Preferences for shopping at Traditional Markets.
BIBLIOGRAPHY