Analisis Preferensi Pedagang Tradisional terhadap Relokasi Pasar Deli Tua dalam Penataan Kota di Kecamatan Deli Tua Kabupaten Deli Serdang

Abstract

The regency government of Deli Serdang has issued the policy of Deli Tua traditional market planning regarding the relocation of the market to a new traditional market which is 500 meters from the previous market. This market relocation program is proposed to answer the problems by repairing the market physical condition and governance as well as repairing the city structure in Deli Tua District. The research aims to analyze the effect of new market characteristics (tariff. sellers potential facilities, access, product variety) on seller preference in Deli Tua District. Regency of Deli Serdang, analyze the effects of the old market characteristics (tariff. sellers potential, facilities, access, product variety on seller preference in Deli Tua District, Regency of Deli Serdang: and to analyze the effects of market relocation on city structure in Deli Tua District, Regency of Deli Serdang. The total number of samples is 72 sellers taken from the population of 245 sellers. The data are analyzed using multiple regression analysis method. The results indicate: 1) the characteristics of the new market in the form of tariff partially have a positive and significant effect, seller potential has a negative and significant effect, facilities have a positive and insignificant effect, access has a negative and significant effect, and product variety has a positive and significant effect on new market seller preference. Simultaneously, the characteristics of the new market have a positive and significant effect on new market seller preference: 2) Partially, the old market characteristics in the form of tariff have a positive and significant effect buyer potential has a positive and significant effect, facilities have a positive and significant effect, access have a positive and significant effect, and product variety has a positive and significant effect on the old market seller preference; 3) The relocation of Deli Tua oid traditional market to Traditional Modern Dell Old Town has not showed any impacts on a better city structure because the old market still operate, the traffic jam still occurs and are still in chaos.