Factors Affecting Consumer Households Shopping in Traditional Markets and Modern Markets in Denpasar City

ABSTRACT : This study aims to analyze the effect of price, income, product quality, and location simultaneously and partially on consumer behavior in traditional markets and modern markets in Denpasar City. The data used in this study is primary data, namely by conducting structured interviews with respondents. The research population is household consumers who have shopped at Badung Market and Tiara Dewata Supermarkets in Denpasar City. The method of determining the sample used is Quota Sampling or determined based on the allotment. Researchers set a quota of 100 samples. The analysis technique used is multiple linear regression analysis. The results showed that the price of goods, income, product quality, as well as the location owned simultaneously affect consumer behavior in traditional markets and modern markets in Denpasar City. Prices of goods, income, product quality and location owned partially have a positive effect on consumer behavior in traditional markets and modern markets in Denpasar City.

KEYWORDS : consumer behavior, price of goods, income, quality of goods, location