Consumer Preference Shopping in Traditional and Modern Markets of Tangerang City

Abstract

This study was to explain the consumer's interest in shopping, the price of goods, income, consumers, and consumer needs of consumers preferences to shop to the modern and traditional markets. The research used descriptive quantitative with variables in this study using primary data obtained from questionnaires and interviews as secondary data obtained through the Bada Statistics Center of Tangerang City and the Department of Trade of Tangerang City. Samples were taken by random method with consumer respondents in the city of Tangerang. The data obtained were analyzed using the multiple linear regression method with the help of SPSS 25. The results of the regression test showed a significant effect (P<0,05) on the price, income, and needs variables on consumer preferences for shopping in traditional markets and modern markets. Price, income, and needs have a positive effect while income has a positive effect on consumer preferences for shopping in the market.

Keywords- Consumer Preferences; Consumer Behavior; Traditional Markets; Modern Markets.