2020
DOI: 10.20961/carakatani.v35i1.34476
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Measuring the Satisfaction Levels of Customers of Fresh Vegetables towards the Marketing Mix in Traditional Markets in Sukoharjo Regency, Indonesia

Abstract: Vegetables are horticultural crops that have a high market absorption. Modern market that is considered to have many advantages does not necessarily reduce consumers’ shopping interest at traditional markets. Traditional markets appear to have different characteristics and visitor segments from modern markets. This study aims to determine the level of consumers’ satisfaction of vegetables towards the marketing mix in the traditional markets in Sukoharjo. Data were processed using the Customer Satisfaction Inde… Show more

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Cited by 5 publications
(8 citation statements)
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“…Soekarno Market opens on the weekdays from Monday to Friday between 01.00 am to 17.00 pm, divided into two 2 shifts. The morning market opens from 01.00 am to 07.00 am and the afternoon market from 08.00 am to 17.00 pm (Majiid et al 2020). Various plants are traded in this market (Figure 3).…”
Section: Study Locationsmentioning
confidence: 99%
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“…Soekarno Market opens on the weekdays from Monday to Friday between 01.00 am to 17.00 pm, divided into two 2 shifts. The morning market opens from 01.00 am to 07.00 am and the afternoon market from 08.00 am to 17.00 pm (Majiid et al 2020). Various plants are traded in this market (Figure 3).…”
Section: Study Locationsmentioning
confidence: 99%
“…The standard size of the kiosk in this market is about 2x3 m. The outside is used as a parking area for the customers and traders. This market is also equipped with public facilities, such as a vast parking site for traders and visitors, restrooms, and security posts (Majiid et al 2020;Ar Rosyidi et al 2016).…”
Section: Study Locationsmentioning
confidence: 99%
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“…A satisfied customer will be a loyal customer for a long time (Yi & Nataraajan, 2018). Several studies on consumer satisfaction have been carried out both on traditional markets (Rahantoknam et al, 2017;Kartikasari et al, 2018;Majiid et al, 2020), modern markets (Slack & Singh, 2020), and others such as industry retail (Kim et al, 2020); film industry (Tang & Yu, 2021); accommodation services (Othman et al, 2021), and aviation services (Park et al, 2019). Various studies show different approaches in analyzing consumer satisfaction.…”
Section: Literature Reviewmentioning
confidence: 99%
“…A similar study was conducted by Slack & Singh (2020) for the modern market in Fiji. Other studies focus on the importance of the marketing mix to maintain the existence of traditional markets (Kartikasari et al, 2018;Majiid et al, 2020;Intyas & Primyastanto, 2020).…”
Section: Literature Reviewmentioning
confidence: 99%