ANALISIS PERBEDAAN KONSUMEN DALAM MEMILIH KEPUTUSAN BERBELANJA DI PASAR TRADISIONAL DAN PASAR MODERN DI KOTA MALANG

This study aims to find differences in choosing shopping decisions in traditional markets and modern markets, and what distinguishes them. The sample in this study amounted to 60 respondents who shop in traditional markets and 60 respondents who shop in the modern market. Data analysis techniques using discriminant analysis. The results show that there are significant differences for consumers while deciding to shop for shopping in traditional markets and modern markets and the variables that distinguish consumers from choosing shopping, traditional and modern markets, are physical activity, sensory stimulation, pleasure in bargaining, physical attributes of stores, self-satisfaction, learning about new trends, locations, services, the nature and quality of diversity, entertainment, and price