MARKETING MIX ANALYSIS: DAILY FOOD PURCHASE DECISIONS IN TRADITIONAL MARKETS

Abstract A traditional market is an open place where there is a process of buying and selling transactions that are made possible by the bargaining process. In traditional markets, visitors do not always become buyers, but visitors can become sellers, and even everyone can sell their wares in traditional markets. Traditional markets are a very important economic sector for the majority of the population in Indonesia. There are many poor people who depend on traditional markets for their lives, becoming traders in traditional markets is an alternative job in the midst of the large number of unemployed in Indonesia (Masitoh, 2013. As the economic center of the small people, traditional markets are quite numerous and spread in various parts of the country, one of which is the Ciluer market. whose address is Jl. Ps. Ciluar No.9, Cijunjung, Kec. Sukaraja, Bogor Regency, West Java 16710. In traditional markets, consumers are not always oriented towards the marketing mix: Price, Prouck, Promotion and Place, they only think of getting goods only. Only meet basic needs, while theory says that product quality, price promotion and place are very important in meeting needs and influencing the level of purchasing decisions. This research will analyze the marketing mix in traditional markets