S.A. Ramadhanti
Traditional markets are not only trade center but also spaces for community interaction, yet modernization has reduced their role. Pasar Pon Trenggalek, revitalized in 2020 after a 2018 fire with a green building concept, aimed to revive its economy. However, any stalls remain empty and visitor numbers decline. The purpose of this research is to investigate the impact of location, facilities, price and product diversification on customer satisfaction in the revitalized traditional market of Pasar Pon Trenggalek. A quantitative research design was adopted, with data collected through questionnaires and interview distributed to 112 respondents using accidental sampling. The data analysis was carried out using multiple linear regression to explore the relationship between variables. The findings reveal that both facilities and service quality significantly and positively influence customer satisfaction, while location, price, and product diversity exhibit positive yet statistically insignificant effects. The models explain 61% of the variation satisfaction, indicating that other factors beyond the studied variables contribute to customer perceptions. These findings suggest that in a revitalized traditional market, functional aspects and service experience have a greater impact on satisfaction © Published under licence by IOP Publishing Ltd.
Department of Urban and Regional Planning Universitas Brawijaya, Malang, Indonesia
