Published: 2025-02-01

Faktor- Faktor Yang Meningkatkan Keputusan Pembelian Produk oleh Generasi Milenial Pada Pasar Tradisional di Kota Kupang

DOI: 10.35870/jemsi.v11i1.3489

Roswita Felsiani Sain, Jeanet Jeshintya Sarce Loinenak, Albert Palla Manikin, Susana Purnamasari Baso
  • Roswita Felsiani Sain: Universitas Katolik Widya Mandira , Indonesia . image/svg+xml
  • Jeanet Jeshintya Sarce Loinenak: Universitas Katolik Widya Mandira , Indonesia . image/svg+xml
  • Albert Palla Manikin: Universitas Katolik Widya Mandira , Indonesia . image/svg+xml
  • Susana Purnamasari Baso: Universitas Katolik Widya Mandira , Indonesia . image/svg+xml
Front Cover JEMSI Volume 12 Nomor 1 Februari 2026

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Abstract

This research aims to analyze the factors that influence millennials' purchasing decisions in Kupang City's traditional markets. The main focus is to identify how marketing elements such as product, price, place, and promotion (4Ps) influence millennial consumer behavior in traditional markets. In this context, the right marketing strategy can help traditional market traders increase their appeal amid competition with modern markets and online shopping trends. This research uses quantitative methods with a Structural Equation Modeling (SEM) approach to analyze the data. The results of this study are expected to provide strategic recommendations to improve purchasing decisions by millennials, particularly in Kupang City's traditional markets.

Keywords

Buying Decision ; 4P (Product, Price, Place and Promotion)

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How to Cite

Sain, R. F., Loinenak, J. J. S., Manikin, A. P., & Baso, S. P. (2025). Faktor- Faktor Yang Meningkatkan Keputusan Pembelian Produk oleh Generasi Milenial Pada Pasar Tradisional di Kota Kupang. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(1), 50-55. https://doi.org/10.35870/jemsi.v11i1.3489
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 12 No. 1 (2026)

  • Section: Articles

  • Published: %750 %e, %2025

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Author Biographies
Roswita Felsiani Sain
Google Scholar ResearchGate ORCID

Program Studi Akuntansi, Fakultas Ekonomika dan Bisnis, Universitas Katolik Widya Mandira, Jln. Jend Achmad Yani No. 50-52 Merdeka, Lama City, Kupang City, East Nusa Tenggara 85211.

Jeanet Jeshintya Sarce Loinenak
Google Scholar ResearchGate ORCID

Program Studi Akuntansi, Fakultas Ekonomika dan Bisnis, Universitas Katolik Widya Mandira, Jln. Jend Achmad Yani No. 50-52 Merdeka, Lama City, Kupang City, East Nusa Tenggara 85211.

Albert Palla Manikin
Google Scholar ResearchGate ORCID

Program Studi Akuntansi, Fakultas Ekonomika dan Bisnis, Universitas Katolik Widya Mandira, Jln. Jend Achmad Yani No. 50-52 Merdeka, Lama City, Kupang City, East Nusa Tenggara 85211.

Susana Purnamasari Baso
Google Scholar ResearchGate ORCID

Program Studi Akuntansi, Fakultas Ekonomika dan Bisnis, Universitas Katolik Widya Mandira, Jln. Jend Achmad Yani No. 50-52 Merdeka, Lama City, Kupang City, East Nusa Tenggara 85211.

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