Pengaruh Kebutuhan Konsumen Dan Kualitas Produk Terhadap Preferensi Belanja Pasar Tradisional Pesing Koneng di Jakarta Barat

Traditional markets and supermarkets offer unique shopping experiences. Changes in shopping patterns reflect the complexity of social and economic dynamics. This study aims to understand the impact of consumer needs and product quality on shopping preferences in the traditional market of Pesing Koneng, West Jakarta, benefiting academics, practitioners, and policymakers. The study employs an associative quantitative approach with 96 respondents and questionnaires as research instruments. The analysis results indicate a negative influence of consumer needs and product quality on shopping preferences. It is important to note that this analysis was conducted solely in one traditional market without considering other variables or moderators that could affect shopping preferences more comprehensively.