Analisis Perbandingan Relokasi Pasar Aksara Plaza ke Pasar Raya Medan Metropolitan Trade Center (MMTC) Terhadap Profit, Revenue, Biaya Operasional dan Loyalitas Konsumen

Abstract

This study analyzes the impact of relocating the Aksara Plaza Market to the Medan Metropolitan Trade Center (MMTC) on profit, revenue, operational costs, and customer loyalty. The relocation was prompted by a fire at the Aksara Market in 2016, aiming to provide a modern and safer location for traders. A quantitative approach was employed, using the Wilcoxon Signed Rank Test to assess significant differences in the four main variables before and after the relocation. The findings reveal a significant decline in profit and revenue for traders following the relocation. The new location at MMTC failed to attract the same number of buyers as Aksara Market due to limited accessibility and competition from e-commerce platforms. Additionally, traders faced increased operational costs due to promotional efforts and adjustments to the higher expenses of the new facilities. Customer loyalty also decreased, with an average of only 22% of customers continuing to shop at the new location. This study recommends government interventions such as subsidies for operational costs, digital marketing training for traders, and improvements to market facilities to attract more buyers. Support measures like rental discounts or financial aid are also necessary to help traders adapt and enhance their competitiveness. These steps are expected to optimize the benefits of market relocation for both traders and consumers.