Segmentation of Traditional Market Shoppers Based on Store Image in Bandung, Indonesia
Traditional Market is not only a place to sell and buy, it also a platform that support SMEs and has an important role in the regional economy. In addition to having an economic value, traditional markets in Bandung is also one of the hereditary cultures that have to be preserved. Unfortunately the condition of most traditional markets in Bandung is considered not feasible. The store image that traditional market is a dirty place, slum, smell and other bad things have been attached to most of the traditional markets in Bandung. To minimize this, the government decide to is execute traditional market revitalization to change the traditional market get a better image in shoppers mind. In other words, this revitaliasai want to make the traditional market image to be as god as possible. To get the target, segmentation needs to be done in order to know the profile of each group of traditional market shoppers. So govermance can make more efffective and appropriate policy to the target market. Data were collected by distributing questionnaires to 400 traditional market shoppers. The results of the primary data from the questionnaire were processed using two-step cluster analysis with SPSS 20.0 Based on the ressult, researcher found two major segments among the total respondents. The first segment is apathetic shoppers, those who rarely visit the market and have a more negative perception toward traditional markets. And the second segment is enthusiast shopper, those who more often visit traditional markets and provide more positive percepstion toward traditional markets.
Alamanda, Dini Turipanam, & Ramdhani, A. (2018). Strategi Pemasaran (1st ed.). Garut: Universitas Garut.
Berman, B., & Evans, J. R. (2010). Retail management : A Strategic Approach Eleventh Edition. Upper Saddle River: Pearson Prentice Hall.
Chandrasekar, K., Meena, M., & Sheziyan, D. M. (2013). An Enhanced Method of Segmenting the Retail Market Based on Store image Using Artificial Neural Network. International Journal of Humanities and Management Sciences, 69–73.
Charity, M. L. (2017). IMPLIKASI HAK ANGKET DEWAN PERWAKILAN RAKYAT REPUBLIK INDONESIA TERHADAP KOMISI PEMBERANTASAN KORUPSI. Jurnal LEGISLASI INDONESIA, 14(03), 245–254.
Fazlzadeh, A., Sahebalzamani, S., & Sarabi, B. (2012). Key Factors Affecting Customer Satisfaction with Iranian Retailer Stores: Evidence from Hypermarkets and Supermarkets. The IUP Journal of Marketing Management, XI(4), 7–33.
Gusway F, C. (2009). Basic Principles of Retail Business. Jakarta: Elex Media Komputindo.
Haryotejo, B. (2014). Dampak Ekspansi Hypermarket Terhadap Pasar Tradisional di Daerah. Jurnal Bina Praja, 241–248.
Juliarta, I. G., & Darsana, I. B. (2015). Analisis Efektivitas Revitalisasi Pasar Tradisional dan Dampaknya Terhadap Pengelolaan Pasar. In Jumlah Pengunjung dan Pendapatan Pedagang. E-Jurnal EP Unud (pp. 138–166).
Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Global edition (Global). Harlow: Pearson Education Limited.
Ma’ruf, H. (2005). Pemasaran Ritel. Jakarta: PT Gramedia Pustaka Utama.
Maharani, E. (2014). Ekonomi.
Malano, H. (2011). Selamatkan Pasar Tradisional. Jakarta: Gramedia.
McDonald, M., & Dunbar, I. (2012). Market Segmentation. Burlington: Elsevier.
Peter, J. P., & Olson, J. C. (2019). Intip Prospek Perkembangan Perguruan Tinggi Indonesia di Era Teknologi. New York: McGraw-Hill.
Prabowo, F. S., & Rahadi, R. A. (2015). David vs. Goliath: Uncovering The Future of Traditional Markets in Indonesia. Mediterranean Journal of Social Sciences, 6(5), 28–36.
Sarstedt, M., & Mooi, E. (2014). A Concise Guide to Market Research :The Process. In Data, and Methods Using IBM SPSS Statistics Second Edition. Heidelberg: Springer.
Sezhiyan, D. M., Nambirajan, T., & Kumaran, T. (2010). Segmentation of Shoppers using their Behavioral Patterns Based on Store images. Asia-Pacific Business Review, 102–110.
Sopiah, & Syihabudhin. (2008). Manajemen Bisnis Ritel. Yogyakarta: ANDI.
Sumrahadi, Azis, E., Respati, N. P., Kania, I., & Rahmadhanty, A. (2020). Gaya Kepemimpinan Transformasional, Stres Kerja, Kepuasan Kerja, dan Turnover Intention pada Karyawan Perusahaan Penyedia Jasa Konsultasi Pengembangan Sumberdaya Manusia. Jurnal Ilmu Sosial Politik Dan Humaniora, 2(1), 1–16.
Sunyoto, D. (2012). Validity Analysis and Classical Assumption. Yogyakarta: Gava Media.
Watanabe, E. A., Filho, D. D., & Torres, C. V. (2013). Store image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece. European Journal of Marketing, 43, 708–734.
This work is licensed under a Creative Commons Attribution 4.0 International License.