Comparative Analysis of Consumer Behavior in Purchasing Decision-Making Between Traditional Shops and Minimarkets

Abstrak

This study aims to analyze the differences in consumer behavior in purchasing decision-making between traditional stalls and minimarkets. The background of this research is the rapid growth of modern retail in Indonesia, which has influenced changes in consumer behavior and created competition with traditional retail businesses. This study employed a quantitative approach with a comparative research design. Data were collected through questionnaires distributed to 102 respondents who had shopping experience in both types of retail stores. The data were analyzed using descriptive statistics, validity and reliability tests, normality tests, and the Paired Sample T-Test. The results showed that there was a significant difference in consumer behavior between traditional stalls and minimarkets, with a significance value of 0.000 (<0.05). The average consumer behavior score in minimarkets was higher than in traditional stalls, indicating that consumers tend to be more rational, structured, and influenced by modern factors such as convenience, product arrangement, and price transparency. In addition, consumer behavior significantly influenced purchasing decisions in both types of retail stores, but the effect was stronger in minimarkets due to better facilities and more organized systems. In conclusion, minimarkets are more effective in shaping modern consumer behavior, while traditional stalls still rely on social interaction and habitual factors. These findings provide important implications for business strategies and retail competition in the modern era.