Internal Factors that Influence Purchasing Decisions in Traditional Markets (A Case Study on the Millennial Generation of FEB UNSOED)

Monica Rosiana, Sri Murni Setyawati, Dwita Aprillia Floresti

Abstract


The purpose of this study is to develop a model of what factors influence people's purchasing decisions in traditional markets. From these factors, it will be further analyzed the factors that encourage someone to shop at traditional markets. And is expected to be information material for sellers in traditional markets to be able to improve their marketing strategies and be able to influence personal factors of consumers. This research is a research that will be carried out in one year, where in this study will analyze what factors influence purchasing decisions, develop a tentative model of purchasing decisions. The subjects of this study were visitors to traditional markets in the city of Purwokerto. The analytical tools used were statistical analysis of Structural Equation Modeling (SEM), SPSS and Nvivo. The results of this study are personal factors have a positive effect on purchasing decisions in shopping at traditional markets.

Keywords: Traditional Market, Internal Factor, Millenial Generation, Purchase Decision


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