WHAT IS THE REASON FOR CONSUMER BUYING AT INDONESIA SMEs MARKET ?

Abstract

The purpose of this study is to examine the consumer purchasing decisions of the SME
market in Indonesia. Traditional markets and SMEs are widely spread in Indonesia,
providing many products that provide many alternatives for consumers to shop to meet their
needs.This research method compares the results of research and journals that examine
consumer purchasing decisions in the SMEs or traditional markets in Indonesia.The results
of previous studies and journals are reviewed and reviewed with existing purchasing
decision theories so that it can be concluded what consumers consider in buying products
in the SMEs or traditional markets.Findings from previous studies indicate that the factors
that influence consumer purchasing decisions in the Indonesian SME market differ from
each other, each variable influences differently such as location, price, product
completeness, service quality, product quality.This can be seen from the influence of each
variable (location, price, product completeness, service quality, product quality) on
consumer purchasing decisions in the Indonesian SMEs market.The results of this study can
be a reference and consideration for managers and traders of the SMEs market in Indonesia
so that consumers are interested and repeat shopping at the SMEs market.