Usep Suhud, Mamoon Allan, Setyo Ferry Wibowo, Elke Sabrina, Greg Willson
Consumer behavior within a traditional market has received a lack of scholarly attention. This study aims to examine the impact of product quality, service quality, and price on customer satisfaction within a traditional market in Indonesia. The participants were visitors of a café and coffee shop colony at a traditional market, in Jakarta. Data were collected at Pasar Santa, a traditional market in South Jakarta that has been modified into a new concept for attracting younger patrons. Data were analyzed using exploratory and confirmatory factor analyses, and structural equation model. As a result, product quality, service quality, and price insignificantly affected customer satisfaction. In addition, this current study offers three modified models to explore the role of each predictor variable. This study helps to enhance our knowledge toward the consumer behavior engaging in the traditional markets. © 2019, © 2019 Taylor & Francis.
Faculty of Economics, Universitas Negeri Jakarta, Jakarta, Indonesia; Faculty of Archeology and Tourism, The University of Jordan, Amman, Jordan; School of Business and Law, Edith Cowan University, Perth, Australia
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