Dampak Waralaba Toko Modern terhadap Pasar Tradisional (Studi pada Pasar Tradisional “Pajak Sore” Padang Bulan Medan)

Abstract

The research is titled “The effect of franchise towards traditional market (case in Traditional Market “Pajak Sore” Padang Bulan Medan). The objective of this research is knowing the effect of business franchise towards sales volume of traditional seller from its revenue, and knowing marketing mix and others variables effect towards seller sales volume in Traditional Market “Pajak Sore” Padang Bulan Medan. This is a quantitative research. Variable analyzed by univariat and bivariat analysis. Analysis method to test the hypothesis by using multiple linier regression, simultaneous test and partial test. SPSS 17.0 for windows was used to calculate and analyze data of the research. The research data consist of primary and secondary data. This research need 77 respondents which determined by using cluster sampling. The result of this research by univariat analysis shows that volume of sales decreases, stuck in fourth interval 60%-80% compared to the condition before the presence of the franchise. Multiple regression shows that by using simultaneous test all the variable in marketing mix have positive and significant effect towards sales volume of seller in Traditional Market “Pajak Sore” Padang Bulan Medan. And based on partial test showed that placement and price have the most dominant effect towards sales volume of seller in Traditional Market “Pajak Sore” Padang Bulan Medan.