DENTIFIKASI ALASAN UTAMA MASYARAKAT BERBELAJA DI PASAR KEBON ROEK AMPENAN DIBANDINGKAN DENGAN PASAR MODERN ( STUDI KASUS MASYARAKAT AMPENAN)

Abstract

The purpose of this study is to analyze the main reasons why consumers or Ampenan people prefer to shop at traditional markets compared to modern markets. This study is a field study that is a population of consumers who shop, traders at Kebon Roek Market, Ampenan, Mataram City. The data collection methods used are interviews, documentation and observation, the data analysis technique used is qualitative field using inductive thinking. Based on the results of the study, it is known that most Ampenan people tend to prefer shopping at traditional markets, but most also choose to shop at traditional and modern markets, according to the opinions they convey, it can be concluded that if they shop at traditional markets they can bargain for the price of goods from the price that has been set, even the price obtained is much lower than the initial offer price that has been set and they can also intervene directly, while in modern markets they can only see the prices available for the desired goods.