Identifikasi Faktor - Faktor Yang Mempengaruhi Masyarakat Dalam Memilih Tempat Berbelanja

In current developments, regional development is synonymous with modernization as a result of globalization. The most common form of modernization is the entry of foreign investors who invest in Indonesia. One form of investment is the emergence of modern markets, such as in Pekanbaru City. The emergence of modern markets causes competition between traditional markets and modern markets and is followed by changes in people's preferences in choosing where to shop. This is in accordance with Kotller's view (Asribestari, 2013) that if around the location of traditional markets there are places that offer the same goods as those offered in traditional markets, it can lead to competition, including all offers and substitute goods that compete in actual and potential. which the buyer can consider. This research uses quantitative analysis methods through Likert scale scoring analysis in managing data obtained from data collection techniques using questionnaires to identify factors that influence people in choosing where to shop. Personal factors influence people in choosing where to shop at the traditional market of Pekanbaru City with a mean value of 3.500 and are in the interval 4 (3.41 – 4.20), this is based on the results of the analysis that the selection of shopping places and income influence in choosing a place to shop. in traditional markets. While the psychological factors in the indicators of community motivation affect the choice of places to shop in the modern market of Pekanbaru City with a mean value of 3.670 and are in the interval of 4 (3.41 – 4.20)