Investigation of Factors Influencing Traditional Retail Success in Small Cities in Indonesia
Investigation of Factors Influencing Traditional Retail Success in Small Cities in Indonesia

Summary/Abstract: This research investigates the key success of traditional retails in small cities in Indonesia and the dominant factors that attract people to become their consumers. The object of the research is traditional retails in a small city named Cimahi in Indonesia. The subject is the consumers of traditional retails with the criteria of: have already reached a mature age, have their own income, have already shopped in a traditional retail business with a minimum of ten times. To get the maximum results, a descriptive research method with a quantitative approach is used. The data is analyzed using factor analysis, rank test, and meaningful analysis. The result shows that most traditional retails are run by the owner and his/her family. The owner also doubles as an employee who serves the consumers. From the 38 factors that are analyzed, only six of them are proofed to be the determinant of the success of traditional retails. Those six factors attract consumers to shop in traditional retails. Those six factors will be the subject of discussion and debate on this journal. The research results contribute to entrepreneurs' behavior in operating their traditional retails.

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