Understanding Shoppers’ Decision-Making Process in Traditional Markets in Indonesia

Widiyani; Yoke Mulyono  Ciadi; Bramana Ajasmara  Putra

doi:10.5614/jpwk.2025.36.1.4

Authors

Widiyani Architecture Program, School of Architecture, Planning, and Policy Development Institut Teknologi Bandung, Indonesia
Yoke Mulyono Ciadi Architecture Program, School of Architecture, Planning, and Policy Development Institut Teknologi Bandung, Indonesia
Bramana Ajasmara Putra Tanareka, Indonesia

DOI:

https://doi.org/10.5614/jpwk.2025.36.1.4

Keywords:

public market, traditional market, utilitarian, shopping style, shopping decision

Abstract

Every country has its own traditional place for trading fresh food known as the ?marketplace.? In Indonesia, people refer to the marketplace as ?traditional market.? Traditional markets encompass a variety of activities, such as buying and selling as well as social interactions and cultural features in rural and urban areas. Traditional markets are important for providing fresh produce to the local community and are mostly located close to residential areas. However, Indonesian traditional markets have experienced a decline due to the growth of modern markets, prompting the government to focus on attracting tourists to the traditional markets. Unfortunately, there are limited studies to determine if tourists represent an appropriate target market. The goal of this research was to enhance the understanding of traditional markets? functions and factors that impact shoppers? decisions to shop at traditional markets in Indonesia. Data from 506 respondents was collected through an online survey and a quantitative analysis was conducted. The results showed that regular customers are attracted to traditional markets by low prices and that they do not prioritize cleanliness, as these individuals are primarily interested in buying fresh produce. The study further suggests that customers in Indonesian traditional markets tend to display utilitarian behavior. As a result, stakeholders should consider traditional markets? primary function as a place to purchase essential food items. While traditional markets can attract tourists, it is crucial to prioritize the preferences of the local community.

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Author Biographies

Widiyani, Architecture Program, School of Architecture, Planning, and Policy Development Institut Teknologi Bandung, Indonesia

After receiving a bachelor's degree in architecture from the Institut Teknologi Bandung (ITB) in 1993, Widiyani began teaching the aesthetics’ course in the architecture department at ITB. Simultaneously, she began her work as an architect at a private consulting business. Widiyani earned her master's degree in architectural design at ITB by discussing behavior and lifestyle at the gallery café. She then did a variety of behavioral research studies about the informal sector and transportation services. Her research on mall shopping behavior and decision-making earned her a Ph.D. from TU Eindhoven in the Netherlands in 2018. She is presently an assistant professor after joining the ITB Architectural Design Research Group in 2012.

Yoke Mulyono Ciadi, Architecture Program, School of Architecture, Planning, and Policy Development Institut Teknologi Bandung, Indonesia

Yoke Mulyono Ciadi received her bachelor in Architecture from Universitas Katolik Soegijapranata. Currently she is a master student in architecture design at the Department of Architecture - Insititut Teknologi Bandung.

Bramana Ajasmara Putra, Tanareka, Indonesia

Bramana Ajasmara Putra graduated from Universitas Udayana with a bachelor's degree in architecture. In 2021, he received his master's degree from the Institut Teknologi Bandung Master of Architecture Program. Recently, he has been working as a professional architect in Denpasar, Indonesia. Ajasmara was a student at ITB when he collected the data for this paper, which he contributed.

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