PENGGARUH HARGA, PRODUK, DAN SUASANA PASAR TERHADAP KEPUASAN PELANGGAN PADA PASAR TRADISIONAL DI SURABAYA

Abstract

Traditional market is a market built and controlled by the Government, Regional Government, Private, State Owned Enterprises and Regional Owned Enterprises including cooperation with private business place of shop, kiosk, stalls and tents owned and or managed by small traders, medium, community self-help or cooperative with small-scale business, small capital and the process of buying and selling merchandise through bargaining. The population in this research is divided into two, first, is the traditional market population that is included in the coordination of Surya market which is find where the amount can be determined. Then the second is the pars population of infinite traditional market customers in which the amount can not be determined or infinity. From the result of research which is done related to the influence of price, product, and market variables to customer satisfaction in Traditional Market in Surabaya, it can be concluded that Price, Product, Market Variables have a significant and positive influence on customer satisfaction in Traditional Market in Surabaya. And the better the price, the product, the market atmosphere offered by Traditional Market in Surabaya, make the consumers interested and be satisfied after buying the products in Traditional Market in Surabaya.

Keywords: price, product, market atmosphere, customer satisfaction, traditional market.