Analisis Faktor Yang Mempengaruhi Konsumen Berbelanja Di Pasar Tradisional Dan Pasar Modern (Studi Kasus Pasar Rahmat dan Hypermart Plaza Mulia di Samarinda)

This research was conducted to determine and analyze the influence of price, location, and service quality factor on consumer satisfaction shopping at Traditional Markets (Rahmat Market) and Modern Markets (Hypermart Plaza Mulia in Samarinda) and differences in factors (price, location, and service quality) which affects consumer satisfaction shopping at Traditional Markets (Rahmat Market) and Modern Markets (Hypermart Plaza Mulia in Samarinda).Theories used in this study include marketing management, consumer behavior, marketing strategy, marketing mix, price, location, service quality, and customer satisfaction.The analysis tools in this research are validity test, reliability test, normality test, linearity test, classical assumption test, multiple linear regression analysis, t test, F test, determination coefficient test (R2), and t-test difference test.Based on the analysis, the factor of price, location, and service quality have a significant influence on consumer satisfaction shopping at Traditional Markets (Rahmat Market) and Modern Markets (Hypermart Plaza Mulia in Samarinda). These results indicate that the better the consumer's perception of the price offered, the location of the market, and the quality of services provided, the higher the level of customer satisfaction