Market Potential Research For The Revitalization Of Traditional Markets

Abstract

Revitalization of traditional markets is one of the programs announced by the government primarily to encourage small and medium businesses can grow. PD Pasar Surya is a traditional market managers in Surabaya, which manages 81 traditional markets and only 20% are already revitalized, but during this process of revitalization is based only on observation and intuition, unsupported by the survey results and analysis of market potential. For that reason this study examines how the potential of traditional markets in the east branch, north branch and south branch so that it can be seen how consumer preferences and segmentation in an effort to obtain data on potential markets. Statistical analysis used was cluster analysis to see the segmentation of consumers based on preferences. The way to get the data in this study is to find secondary data and primary data in BPS by a survey carried out for two months. This research result is expected to be used in policymaking by PD Pasar Surya in determining the traditional markets which are worth to be revitalized and this result will be use to make Decission Support System for next program. Keywords : component Market Potensial Research, Traditional Market, Revitalization, Cluster Anaysis.