Analisis Preferensi Konsumen dalam Berbelanja Sayur di Pasar Tradisional dan Pasar Modern (Studi Kasus 3 Kecamatan di Kota Medan)

Abstract

This research aims to determine and analyze the influence of price, product quality, product completeness, facilities and services on consumer preferences in shopping for vegetables in traditional markets and modern markets of 3 Sub-districts in Medan City. The data analysis method used in the research is Structural Equation Modeling (SEM) using the Smart-PLS 4.0 application. The results of this research show that the variables of price, product completeness and service have a significant effect on consumer preferences in shopping for vegetables in traditional markets in Medan City. Meanwhile, product quality and facility variables do not have a significant effect on consumer preferences in shopping for vegetables in traditional markets in Medan City. In modern markets, product quality, facilities and service variables have a significant influence on consumer preferences in shopping for vegetables in modern markets in Medan City. Meanwhile, price and product completeness variables do not have a significant effect on consumer preferences in shopping for vegetables at modern markets in Medan City.