Economic creative breakthrough: elevate traditional market repurchase intention in Indonesia

Abstract

Data shows that the distribution of Indonesian retail stores in 2017 is still dominated by traditional retail stores at 82.3 percent. This proves that traditional retailers still have room to grow despite having to compete with the modern retail industry. There are 68 traditional markets in Surabaya with a total of around 32 thousand traders managed by PD Pasar Kota Surabaya, Regional Owned Enterprises (BUMD) of the Surabaya City Government. Among the many Surabaya traditional markets, there are three large traditional markets which generally sell vegetable needs, called Pasar Keputran, Pasar JagirWonokromo, and PasarManyar Sabrangan. The management of Pasar Keputran and Pasar Jagir Wonokromo is subordinated by PD Pasar Kota Surabaya, while the management of the Pasar Manyar Sabrangan is under the control of individuals. This study aims to determine how the influence of Quality, Price Level, Price Fairness, Positive Emotions, and Symbolic Dimensions on Repurchase Intention through Customer Satisfaction. The expected benefit of this research is to increase the repertoire of knowledge in the field of management, especially how much influence Customer Satisfaction can have on increasing Repurchase Intention which will ultimately increase the ongoing transactions of the Pasar Keputran/Pasar Jagir Wonokromo/Pasar Manyar Sabrangan customers in Surabaya. This research is a causal study. The research method used is a quantitative method by processing data using Structural Equation Modeling with software AMOS. Data collection was conducted by distributing questionnaires to 260 respondents with characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, had been shopping at the traditional markets of Keputran/Jagir Wonokromo/Manyar Sabrangan Surabaya at least twice in the past two months and had been shopping in other similar traditional markets in Surabaya in the past three months