David vs. Goliath: Uncovering The Future of Traditional Markets in Indonesia

The main purpose of this study is to address the attributes that explain younger generations’ (Generation Y) store loyalty to a shop in the traditional marketplace in Indonesia. This paper acts as the preliminary study with the primary goal in producing hypotheses on Generation Y store loyalty for traditional marketplace shopping in Indonesia. The result of the study will be useful for further research with statistical support, with the final goal to help local merchants in shaping their upcoming fate. The findings of this study suggest that from the analysis and synthesis of the research, there are several hypotheses that can be drawn and will be useful for future research. The attributes of accessibility, merchandise, reputation, in-store service, store atmosphere, public facilities, price, and security are all responsible to support younger generations’ (Generation Y) store loyalty to shop in traditional marketplace in Indonesia. This study has successfully generated the relevant categories in influencing the store loyalty attributes for Generation Y when they are shopping in the traditional marketplace in Indonesia. The results of this study will be useful as a benchmark for future research concerning Indonesian traditional marketplace consumers in general, and younger generations’ (Generation Y) consumer behaviour when they are shopping in traditional marketplace in Indonesia.