The existence of the traditional market as a center of most people’s economic activities in Indonesian society has begun to be displaced by the modern market. Improvement in service quality is important in increasing consumers’ loyalty in order to retain them. The purposes of this research are: 1) to know the level of marketing mix of (Product, Price, Place, Promotion, People, Process, in 7P traditional market; 2) to know the level of traditional market consumer’s loyalty of and 3) to determine the relationship between marketing mix implementation with consumer’s loyalty. There were 180 traditional market consumers selected by incidental sampling method from 8 traditional markets in 6 districts among 5 provinces all over Indonesia. Checklists and Likert scale questionnaires were used as tools in this study. Descriptive method was used to analyze data. Based on analysis results, it is known that, according to the consumers, the level of marketing mix implementation in traditional markets is high with an average value of 74.07%. The marketing mix elements in order to arrange from the highest to the lowest level of implementation are respectively those termed People, Process, Physical Evidence, Price, Place, Product, and Promotion. The People element is the highest in level. This shows that traders’ friendliness, alacrity, and honesty are still the hallmarks of traditional markets. The Promotion element is the lowest in level because most of the merchants do not implement proper promotion. The average of consumers’ loyalty level in traditional markets is 77.61%, which is considered high in the category. The 7P’s marketing mix, except for the Product aspect, have a positive and significant correlation with consumer loyalty, but it is still relatively weak. The consumers would continue to repurchase in the traditional markets and recommend that others also shop there.
COVID-19 has a significant impact on supply chains and logistics, causing a severe threat in accessing fresh and nutritious food. Urban farming activities have the potency to contribute to fresh and nutritious food and reduce the cost of food consumption. This study objective is to emphasizing the critical role of urban farming during the COVID-19 pandemic. By utilizing a questionnaire, we descriptively present community members’ characteristics practicing urban farming located in residential neighborhoods in the City of Yogyakarta. We also explore the perceived benefits and constraints of urban farming in the pandemic era. Most urban farmers favorably perceived the benefits of urban farming in the COVID-19 pandemic, primarily its psychological benefits. Another positive effect of urban farming perceived by the gardeners is its ability to enhance the accessibility of nutritional diets and food security. In general, most of the respondents find no barriers to obtaining inputs used to practice urban farming during the COVID-19 situation. Instead, the main constrain comes when the farmers need to host events and activities to engage the neighborhoods.
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