Pengaruh Revitalisasi Pasar Tradisional di Kota Medan terhadap Kepuasan dan Peningkatan Penjualan Pedagang dengan Persepsi Nilai sebagai Variabel Mediasi

Abstract

The market revitalization program is one of the commitments of the Ministry of Trade of the Republic of Indonesia (Kemendag RI) to improve the competitiveness of the people's market in improving the welfare of traders through increasing turnover, supporting logistics and distribution of materials for community needs and encouraging the occurrence of a domestic market in an era of increasingly global competition. wide open. In revitalizing the market, service quality must also be improved properly, because good service quality will be able to provide satisfaction to consumers. The purpose of this study was to analyze the effect of traditional market revitalization on competitiveness, merchant satisfaction, increased sales of traders and perceived value as a mediating variable. The number of respondents in this study were 360 respondents. The population of this research is traders in the traditional market of Medan City which has been revitalized, theoretically and empirically has various characteristics in accordance with the topic and purpose of the study being studied. Data analysis using Structural Equation Modeling (SEM). The results of this study prove that : 1) The revitalization of traditional markets in the city of Medan has a significant positive effect on competitiveness. 2) The revitalization of traditional markets in the city of Medan has a significant positive effect on the satisfaction of traders. 3) the revitalization of the traditional markets in the city of Medan has a significant effect on increasing the sales of traders. 4) Competitiveness has a significant effect on the increase in the sales of traditional market traders in the city of Medan. 5) Satisfaction of traders traditional market in Medan city has a significant positive effect on value perception. 6) Value perception has a significant effect on increasing sales of traditional market traders in Medan city. 7) The competitiveness of mediating the revitalization of traditional markets in the city of Medan has a significant effect on increasing sales of traders. 8) Merchant satisfaction significantly mediates the effect of traditional market revitalization in Medan city on value perception. 9) Value perception significantly mediates the influence of merchant satisfaction on increasing sales of traders in Medan city traditional market.