The Effect of Traditional Market Revitalization in Medan City on
Competitiveness, Trader Satisfaction and Increases in Sales of
Traders with Perceived Value as a Mediation Variable
Nuzuliati, Prihatin Lumbanraja, Parapat Gultom, Endang Sulistya Rini
Universitas Sumatera Utara, Medan, Indonesia
Keywords: Traditional Market Revitalization, Competitiveness, Satisfaction of Traders, Perceived Value, Increase in
Sales.
Abstract: The market revitalization program is a form of commitment of the Ministry of Trade of the Indonesia Republic
to improve the competitiveness of the public market in improving the welfare of traders through increasing
turnover, supporting the smooth logistics and distributing of community needs and encouraging domestic
markets in the era of global competition which is increasingly wide open. In revitalizing the market, the quality
of service must also be improved well, because good quality of service will be able to provide satisfaction to
consumers. The purpose of this study is to analyze the effect of traditional market revitalization on
competitiveness, trader satisfaction, and improvement of trader sales with perceived value as a mediating
variable. The respondents in this study are 370 traders. The population of this research is the traders in the
traditional market of Medan City who have been revitalized because theoretically and empirically have
various characteristics that are appropriate with the topics and objectives of the study. Data analysis is
conducted using Structural Equation Modeling (SEM). The results showed that the revitalization of traditional
markets in Medan city had a significant effect on competitiveness, satisfaction of traders, and the increasing
sales of traders in Medan city. Competitiveness has a significant effect on the increase in sales of traders in
the traditional market of Medan city. The satisfaction of traders has a significant effect on perceived value in
the traditional market of Medan city, and perceived value has a significant effect on the increases sales of
traders in the traditional market of Medan city. Competitiveness partially mediated the mediation of the effect
of traditional market revitalization on increasing sales, the satisfaction of traders mediates partially the effect
of traditional market revitalization in Medan city on perceived value, and perceived value partially mediated
the effect of customer satisfaction on the increase in sales of traders.
1 INTRODUCTION
The market revitalization program is a form of
commitment of the Ministry of Trade of the Republic
of Indonesia to improve the competitiveness of the
public market, improve the welfare of traders through
increasing turnover, support the smooth logistics and
distribution of public goods and encourage the
strengthening of the domestic market in the era of
global competition which is increasingly wide open.
The Indonesian Government has made a market
revitalization program to enhance the role of
traditional markets in many regions where the
Government aims to revitalize 5,000 markets with
1,000 markets each year until 2019. The target of
market revitalization in 2015 is completing 1,000
public markets that cost 2.386 trillion Rupiah, and
this activity continued in the next five years so that
5,000 markets could be revitalized. At present, the
number of public markets in Indonesia is 9,559 units
with the number of kiosks 1,722,071 units, and the
number of traders is 2,639,633 people for which the
government will double the budget to revitalize
traditional markets to compete with modern markets
(Ministry of Trade, 2014).
Based on the data of the PD Market of Medan
city, there is a reduction in the number of markets in
Medan City in 2013-2015. The number of existing
markets has decreased from 53 markets to 52 markets.
Likewise the number of traders increased from
20,144 to 19,869 traders. For trading facilities, kiosks
increased from 10,462 units to 11,087 units where
booths decreased from 7,421 units to 6,995 units, and
shops increased from 63 units to 66 units as well as
informal selling facilities from 2,198 units in 2013 to
1,721 units in 2015. Market statistics description
Nuzuliati, ., Lumbanraja, P., Gultom, P. and Rini, E.
The Effect of Traditional Market Revitalization in Medan City on Competitiveness, Trader Satisfaction and Increases in Sales of Traders with Perceived Value as a Mediation Variable.
DOI: 10.5220/0009216204570465
In Proceedings of the 2nd Economics and Business International Conference (EBIC 2019) - Economics and Business in Industrial Revolution 4.0, pages 457-465
ISBN: 978-989-758-498-5
Copyright
c
 2021 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved
457

according to the number of traders and the means of
selling can be seen in Table 1.1:
Table 1. Market by Area, Number of Traders and Selling
Facilities in MedanCity
Descri
p
tion 2013 2014 2015
Number of
markets
53 53 52
Market Area
(m
2
)
170.588 170.588 170.588
Traders(person) 20.142 20.144 19.869
Kiosk (unit) 10.462 10.462 11.087
Stand
(
unit
)
7.421 7.421 6.995
Store
(
unit
)
63 63 66
Informal (unit) 2.198 2.198 1.721
Source: BPS of Medan City, 2017
Table 1 reveals that the decline in markets and
traders from 2014 to 2015 is an indication of the need
for traditional market revitalization. This becomes
very important because of the growing presence of
modern retailers, such as Indomaret, Alfamart,
Alfamidi. However, based on the results of interviews
in several traditional markets in Medan city, several
problems are found that did not support the existence
of market revitalization due to the concern of traders
about the increase in kiosk purchase prices, selling
rental places and other binding costs. Likewise, the
kiosk space area will decrease to increase the number
of kiosks after the market is revitalized.
Factors in traditional markets in Medan are
considered important by traders because they are
able to improve the competitiveness of traditional
markets and are in accordance with the perceived,
including 1) Market revitalization makes it easier for
traders to provide products that are important to
consumers; 2) Market revitalization supports traders
to create unique products; 3) Market revitalization
helps traders to make superior value products, 4)
Market revitalization causes products to be easily
communicated to customers; 5) Market
revitalization helps traders create something new; 6)
Market revitalization causes product prices to be
more affordable; and 7) Market revitalization can
provide more benefits for traders.
Things that according to traditional market
traders in Medan city that are in accordance with the
expectations of traders, including 1) Market
revitalization encourages traders to sell again in this
market; 2) Market revitalization encourages traders
to say good things to others about revitalized
markets and recommend them to others; 3) Market
revitalization causes customers to pay less attention
to brands and other merchant product
advertisements; 4) Market revitalization causes
customers to buy other products from the same
merchant; and 5) Market revitalization helps traders
to offer ideas for products or services to customers.
Based on the phenomena and previous study,
further study can be developed with the title "The
Effect of Traditional Market Revitalization in
Medan City on Competitiveness, Trader Satisfaction
and Increases in Sales of Traders With Perceived
Value as A Mediation Variable ".
2 LITERATURE REVIEW
2.1 Market Revitalization
Revitalization is a conscious effort to revitalize
(function) a market that is once developed but then
experienced a decline. In the process of revitalizing
an area, the aspects covered include improvements in
physical, economic, management and social aspects.
There are fifteen indicators used to measure market
revitalization, namely: Condition of building layout,
Quality of building construction, Procurement of
clean water and iste management, Electricity system,
Parking space, Toilet conditions, Facilities and
infrastructure, Security and order, Availability of
employment, Manager, Distribution, Safety, Beauty,
Comfort, and the conformity with local culture.
(Kemendag RI, 2018, and Ferliana, 2018).
2.2 Competitiveness
Competitiveness is a situation where the market can
create a good defensive position over its
competitors. Indicators used to measure
competitiveness are: Something important for
consumers, something unique, superior value, easy
to communicate, something new, affordable and can
provide benefits (Kotler, 2003; in Istanto ( 2010).
2.3 Customer Satisfaction
Customer satisfaction is the feeling that traders get
from the facts with their initial expectations.
Maintaining customers is important rather than
luring customers. Therefore, according to Kotler and
Keller (2012: 140) there are 5 indicators to measure
customer satisfaction, as follows.
1. Repurchasing;
2. Saying good things about the company to others
and recommending it;
3. Lack of attention to brands and advertisements
for competing products;
EBIC 2019 - Economics and Business International Conference 2019
458

4. Buying other products from the same company;
5. Offering ideas for products or services to
companies.
2.4 Perceived Value
Perceive value is the benefit received by traders
from a product or service, which is the most
important component in value and is the quality
received according to the price offered. The
indicators used to measure perceived value
according to Kusdyah (2012) are Value added,
Useful services, Value according to price, and the
quality of service according to price.
2.5 Increases in Sales of Traders
The increases in sales of traders are the total amount
produced by traders from the sale of goods within a
certain period. The indicator used to measure the
increase in sales in this study, namely: Achieve sales
targets, increase sales volume, get maximum profit,
investors want to invest, the ability to sell products.
2.6 Conceptual Framework
The conceptual framework in this study can be
described as follows:
Figure 1. Conceptual Framework
Source: Developed in this study, 2019
The hypotheses in this study are as follows:
1. Traditional market revitalization in Medan city
has a significant effect on competitiveness.
2. Traditional market revitalization in Medan city
has a significant effect on traders satisfaction.
3. Traditional market revitalization in Medan city
has a significant effect on the increase in sales of
traders.
4. Competitiveness has a significant effect on the
increase in sales of traders in the traditional
market of Medan city.
5. Trader satisfaction has a significant effect on
perceived value in the traditional market of
Medan city.
6. Perceived value has a significant effect on the
increase in sales of traders in the traditional
market of Medan city.
7. Competitiveness significantly mediates the effect
of traditional market revitalization in Medan on
the increase in sales of traders.
8. Trader satisfaction significantly mediates the
effect of traditional market revitalization in
Medan on perceived value.
9. Perceived value significantly mediates the effect
of traders satisfaction on the increase in sales of
traders in the traditional market of Medan city
3 RESEARCH METHODOLOGY
This is applied research with basic/fundamental
research where the location of this research is the
markets in Medan City and is begun in March 2017
until January 2019. The population of this study are
traders in the traditional market of Medan City in
2017, and the object is the markets that have
undergone revitalization. They are Pasar Pusat, Pasar
Petisah tahap II, Pasar Sei Sikambing, Pasar
Peringgan, and Pasar Titikuning.
According to Ferdinand (2014), the number of
samples can be calculated from the magnitude of
indicators multiplied by 5 to 10. This study uses 5
construct variables with a total indicator of 36
indicators. The number of indicators is 36X10 = 360
respondents and added with 10 respondents just in
case an outlier occurs. So, the total number of
respondents is 370 respondents in the revitalized
traditional city of Medan. They are as follows:
Table 2. Number of Samples
No. Nama Pasar Populations
Samples
1.
Petisah tahap II
2415 (2415/7256)
x 370 = 123
2.
Sei Siskambin
g
870 (870/7256)
x 370 = 44
3.
Pusat Pasa
r
3371 (3371/7256)
x 370 = 172
4.
Titikunings
388 (388/7256)
x 370 = 20
5.
Peringgan
212 (212/7256)
x 370 = 11
Total
7256 370
Source: Processed by Researchers, 2019
The Effect of Traditional Market Revitalization in Medan City on Competitiveness, Trader Satisfaction and Increases in Sales of Traders
with Perceived Value as a Mediation Variable
459

The sampling technique used is a nonprobability
sampling technique using purposive sampling based
on certain criteria, and the respondents are customers
who had already traded in the traditional market of
Medan City and participated in a market revitalization
program. This study used the method of SEM data
analysis with the help of Amos 20.0. The full model
in this study can be described as follows:
Figure 2. Full Model of Study
Based on Figure 2 above, the equation in this
study can be formulated as follows
X
2
= b
1
X
1
+ Z
6
X
3
= b
2
X
1
+ Z
7
Y = b
3
X
3
+ Z
8
Z = b
1
X
1
+ b
2
X
2
+ b
4
Y + Z
9
Explanation:
Z = Increases in Sales of Traders
Y = Perceived Value
X
1
= Market Revitalization
X
2
= Competitiveness
X
3
= Satisfaction
b
1
-b
4
= Coefficient Estimation
Z
6
-Z
9
= error term (residual)
Statistical tests are seen from the value of C.R
(Critical Ratio) and probability value (P). The
hypothesis is accepted if the C.R value is higher than
2.58, and the P value is lower than 0.05 (Ferdinand,
2014). Mediation tests are carried out by the Sobel
test procedures (Sobel Test) (Baron & Keanny, 1986;
in Preacher & Hayes, 2010).
4 RESULTS AND DISCUSSIONS
4.1 Characteristics of Respondents
Based on the results of the analysis, all indicators of
the increase in sales data are valid where the value of
the loading factor of all indicators of the increase in
sales of traders is not below 0.60. If all of the
constructing indicators of the increase in sales are
significant, they can be used to represent data
analysis. Based on gender, it shows that out of 370
respondents who sold the most in the traditional
market in Medan city, there are 192 male market
participants (51.9%), while 178 women (48.1%).
Furthermore, based on the level of education, it is
known that most market participants are still
graduates around 13 market participants or 4.5%
because most of the market participants graduated
from Senior high school/Vocational High School
around 111 traders or 30%.
The results based on age levels, the age of market
participants which are mostly dominated is 26-40
years old or 171 traders (46.2%). This shows that the
number of market players with that age has the most
productive ability to sell, and market participants who
enter retirement and productive age are 56-70 years
old or 107 traders (28.9%). Based on the number of
dependents, the most dominated market players are
the number of dependents of 3-6 people, which is 169
people (45.7%), this indicates that the number of
market participants with the number of dependents
has a high motivation to make sales.
The applied research with basic/fundamental
research where the location of this research is the
markets in Medan City and is beginning in March
2017 until January 2019. The population of this study
is traders in the traditional market of Medan City in
2017, and the object is the markets that have
undergone revitalization. They are Pasar Pusat, Pasar
Petisah II, Pasar Sei Sikambing, Pasar Peringgan, and
Pasar Titikuning.
Characteristics of respondents based on the type
of goods traded are 7 (seven) types of goods sold in
the market with a large percentage spread in the
market ranging from the types of wet goods, dry
goods, glassware, fashion, fast food/canteens, tailors,
and salons. The highest percentage is the type of wet
goods with 24.6 percent indicating that the dominant
item sold by traders is based on the basic needs of
consumers where the lowest is salons at 4.3 percent.
It indicates an offer of additional needs such as salons
in the smallest traditional market.
EBIC 2019 - Economics and Business International Conference 2019
460

4.2 Confirmatory Factor Analysis
(CFA)
An indicator is categorized as valid if the value of
the loading factor for each item or indicator is higher
than 0.60 (Ghozali, 2013). The validity test in this
study is carried out on exogenous constructs (market
revitalization) and endogenous constructs
(competitiveness, satisfaction, perceived value and
increases in sales of traders). The CFA test results of
each variable appear in Table 3 below:
Table 3. CFA Variable Test
Indikator Estimate Cut Of Value Kesimpulan
X1.1
<--
-
Market Revitalization ,787
0,60 Valid
X1.2
<--
-
Market Revitalization
,803
0,60 Valid
X1.3
<--
-
Market Revitalization
,814
0,60 Valid
X1.4
<--
-
Market Revitalization
,764
0,60 Valid
X1.5
<--
-
Market Revitalization
,804
0,60 Valid
X1.6
<--
-
Market Revitalization
,813
0,60 Valid
X1.7
<--
-
Market Revitalization
,794
0,60 Valid
X1.8
<--
-
Market Revitalization
,777
0,60 Valid
X1.9
<--
-
Market Revitalization
,743
0,60 Valid
X1.10
<--
-
Market Revitalization
,704
0,60 Valid
X1.11
<--
-
Market Revitalization
,710
0,60 Valid
X1.12
<--
-
Market Revitalization
,731
0,60 Valid
X1.13
<--
-
Market Revitalization
,714
0,60 Valid
X1.14
<--
-
Market Revitalization
,733
0,60 Valid
X1.15
<--
-
Market Revitalization
,737
0,60 Valid
X2.1
<--
-
Competitiveness ,838
0,60 Valid
X2.2
<--
-
Competitiveness ,811
0,60 Valid
X2.3
<--
-
Competitiveness ,808
0,60 Valid
X2.4
<--
-
Competitiveness ,809
0,60 Valid
X2.5
<--
-
Competitiveness ,741
0,60 Valid
X2.6
<--
-
Competitiveness ,744
0,60 Valid
The Effect of Traditional Market Revitalization in Medan City on Competitiveness, Trader Satisfaction and Increases in Sales of Traders
with Perceived Value as a Mediation Variable
461

Source: Output Amos, 2019
Based on Table 3, that all indicators it explained
of the data variables are valid. It from the loading
factor that all indicators are below 0.60. If all
indicators for constructing variables are already
significant, they can be used to represent data
analysis.
Model Conformity Tests
Full model testing is carried out in two stages; full
SEM model before modification and full SEM model
after modification.
1. Full Model Test Before Modification
Full Model Test Before Modification appears in
Figure 3 below:
Figure 3. Full Model Test Before Modification
X2.7
<--
-
Competitiveness ,832
0,60 Valid
X3.1
<--
-
Satisfaction ,760
0,60 Valid
X3.2
<--
-
Satisfaction ,790
0,60 Valid
X3.3
<--
-
Satisfaction ,829
0,60 Valid
X3.4
<--
-
Satisfaction ,801
0,60 Valid
X3.5
<--
-
Satisfaction ,809
0,60 Valid
Y1
<--
-
PerceivedValue ,872
0,60 Valid
Y2
<--
-
PerceivedValue ,889
0,60 Valid
Y3
<--
-
PerceivedValue ,794
0,60 Valid
Y4
<--
-
PerceivedValue ,646
0,60 Valid
Z1
<--
-
Increases in Sales of Traders ,758
0,60 Valid
Z2
<--
-
Increases in Sales of Traders ,854
0,60 Valid
Z3
<--
-
Increases in Sales of Traders ,828
0,60 Valid
Z4
<--
-
Increases in Sales of Traders ,830
0,60 Valid
Z5
<--
-
Increases in Sales of Traders ,731
0,60 Valid
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Based on Figure 3, it can be seen that not all the
Goodness Of Fit (GOF) values meet the required
criteria, where the GFI value is still marginal (0.885
 0.90), the AGFI value is still marginal (0.897 
0.90), the RMSEA value is still marginal (0.087 
0.08), CMIN / Df values and P-Value values that are
still poor. Thus the research model is not appropriate
and has not been able to explain the research model
properly and well so that the model needs to be
modified.
2. Full Model Test After Modification
Full Model Test Before Modification appears in
Figure 3 below:
Figure 4. Full Model Test Before Modification
The results of data processing as shown in Figure
4 show that in general, all constructs used to form this
research model have met the criteria for the goodness
of fit predetermined indices such as chi-square
values, TLI values, CFI, RMSEA, CMIN/DF values,
and p-value.
The Effect of Exogenous Variable on Endogenous
Variables
The influence of the independent variable (market
revitalization) on the dependent variable
(competitiveness, trader satisfaction, perceived value
and increase in sales of traders) appears in Table 4.
Table 4. The Effect of Dependent Variable on Independent
Variables
Latent
variables
Unst
anda
rdize
Sta
nda
rdiz
St
an
da
C
rit
ic
P
r
o
Satisf
actio
<
-
Mark
et
,852 ,762 ,053
14,4
99
***
Com
p
etiti
<
-
Mark
et
,807 ,756 ,053
14,2
10
***
Perci
eve
d
<
-
Satis
facti
,976 ,971 ,053
18,4
33
***
Incre
ases
<
-
Com
p
etiti
,367 ,330 ,123
2,68
9
,00
7
Incre
ases
<
-
Mark
et
,131 ,111 ,046
2,60
5
,01
6
Incre
ases
<
-
Perc
eived
,476 ,450 ,142
3,17
1
,00
2
Source: Output Amos, 2019
Based on the results of data analysis as shown in
Table 4, the structural equations are as follows:
Structural equation I :
X
2
=b
1
X
1
+ Z
6
X
2
=0,807X
1
Structural equation II :
X
3
=b
2
X
1
+ Z
7
X
3
=0,852X
1
Structural equation III :
Y=b
3
X
3
+ Z
8
Y=0,976X
3
Structural equation IV :
Z=b
1
X
1
+ b
2
X
2
+ b
4
Y + Z
9
Z=0,131X
1
+ 0,367X
2
+ 0,476Y
Based on Table 4, the researcher can describe the
conclusions to answer the hypotheses in this study as
follows:
1. Market Revitalization Influences
Competitiveness
The effect of market revitalization on
competitiveness is significant with the value of
estimate standardized regression weight of 0.807
(80.7%), probability or significance value of 0.0001
(significant) and C.R value of 14.210 (accept H1). In
other words, the revitalization of the Medan
traditional market has a significant effect on
competitiveness.
2. Market Revitalization Influences Traders
Satisfaction
The effect of market revitalization is significant on
traders satisfaction. This can be seen from the value
The Effect of Traditional Market Revitalization in Medan City on Competitiveness, Trader Satisfaction and Increases in Sales of Traders
with Perceived Value as a Mediation Variable
463

of the estimate standardized regression weight of
0.852 (85.2%), the probability or significance value
of 0.0001 (significant) and the C.R value of 14.499
(H2 is accepted). Thus it can be concluded that the
revitalization of the Medan traditional market has a
significant effect on traders satisfaction.
3. Market Revitalization Influences the
Increases in Sales of Traders
The effect of market revitalization is significant on
traders satisfaction. This can be seen from the value
of the estimate standardized regression weight of
0.852 (85.2%), the probability or significance value
of 0.0001 (significant) and the C.R value of 14.499
(H2 is accepted). Thus it can be concluded that the
revitalization of the Medan traditional market has a
significant effect on traders satisfaction.
4. Competitiveness Influences the Increases in
Sales of Traders
Competitiveness has a significant effect on the
increase in sales of traders. This can be seen from the
value of the estimate standardized regression weight
of 0.367 (36.7%), the probability or significance
value of 0.007 (significant) and the value of C.R of
2.689 (H4 is accepted). Thus it can be concluded that
competitiveness has a significant effect on increasing
sales of traders in the traditional market of Medan
City.
5. Trader Satisfaction Influences Perceived
Value
Trader satisfaction has a significant effect on
perceived value. This can be seen from the value of
the estimate standardized regression weight of 0.976
(97.6%), the probability or significance value of
0.0001 (significant) and the value of C.R of 18.433
(H5 is accepted). Thus it can be concluded that trader
satisfaction has a significant effect on the perceived
value of the traditional market in Medan City.
6. Perceived Value Influences the Increases in
Sales of Traders
Perceived value has a significant effect on the
increase in sales of traders. This can be seen from the
value of the estimate standardized regression weight
of 0.476 (47.6%), the probability or significance
value of 0.002 (significant) and the C.R value of
3.171 (H6 is accepted). Thus it can be concluded that
the perception of value has a significant effect on the
increase in sales of traders of traditional market
traders in Medan City.
Analysis of Mediation (Intervening) Effects
The first Sobel Test for Mediation test results
(Hypothesis 7) can be seen in Figure 5 below:
Figure 5. Results of Sobel Test 1
Based on the results of calculations such as in
Figure 5, there is a probability of path -a (0,0001),
path -b (0,007), path -c (0,030), while path –c '(0,003)
is not significant. In other words, the competitiveness
partially mediates the mediation of the influence of
traditional market revitalization in Medan city on the
increase in sales of traders (H7 is accepted).
The second Sobel Test for Mediation test results
(Hypothesis 8) can be seen in Figure 6 below:
Figure 6. Results of Sobel Test 2
Based on the calculation results as in Figure 6
shows the probability of the path -a (0,0001), path -b
(0,0001), and path -c '(0) are significant. It concludes
that trader satisfaction partially mediates the
mediation of the influence of traditional market
revitalization on perceived value (H8 is accepted).
The third Sobel Test for Mediation test (Hypothesis
9) can be seen in Figure 7 below:
Figure 7. Results of Sobel Test 3
Based on the results of calculations as shown in
Figure 7, the probability of path -a (0,0001), path -b
(0,002), and path -c (0,0009) is significant. It
concludes that the perceived value partially mediates
the mediation effect of traders satisfaction on the
increase in sales of traders of traditional market in
Medan City (H9 is accepted).
EBIC 2019 - Economics and Business International Conference 2019
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5 CONCLUSIONS AND
SUGGESTIONS
5.1 Conclusions
Based on the results of the analysis, the following
conclusions can be drawn: 1) Revitalization of the
Medan traditional market has a significant effect on
competitiveness; 2) Revitalization of traditional in
Medan city market has a significant effect on traders
satisfaction; 3) Revitalization of the traditional
market in Medan City has a significant effect on the
increase in sales of traders; 4) Competitiveness has a
significant effect on the increase in sales of traders in
the traditional market of Medan City; 5) Trader
satisfaction has a significant effect on the perceived
value of the traditional market of Medan City; 6)
Perceived value has a significant effect on the
increase in sales of traders of traditional market in
Medan City; 7) Competitiveness partially mediates
the mediation of the influence between the
revitalization of the traditional market of Medan City
and the increase in sales of traders; 8) Trader
satisfaction partially mediates the influence of market
revitalization of traditional market in Medan city on
perceived value; and 9) Perceived value partially
mediates the the effect between traders satisfaction on
the increase in sales of traders in Medan traditional
market.
5.2 Suggestions
Based on the results of the discussion, some
suggestions can be made for the Medan City
Government in particular, namely: 1) To improve the
quality of revitalization of traditional markets in
Medan in the future, researchers suggest that the City
Government should pay more attention to facilities
and infrastructure that support activities traders,
including providing adequate ac facilities, decent
escalators and emergency stairs, parks, resting places
for traders and consumers, and other facilities and
infrastructure that can support traders activities; 2) To
improve the competitiveness of Medan traditional
markets, market revitalization must be able to help
traders create something new/pioneer by providing
training in accordance with the expertise of traders,
providing information on the importance of product
innovation and providing socialization about
falsifying sanctions and copying other products; 3) In
providing satisfaction to traders, it is expected that the
traditional market revitalization carried out can cause
customers to buy other products from the same trader;
4) To create a positive value perception in the eyes of
traders, it is expected that market management is able
to provide quality services that match prices to
traders. Not only because the market has been
revitalized, but it also causes shop rental prices,
cleaning costs, security, electricity and water costs to
increase or become expensive; and 5) To increase
sales of traders, market revitalization must be able to
facilitate traders in achieving sales targets. Efforts
that can be made include; Medan City Government
must appeal to the public to shop in the revitalized
traditional market, market management provides free
parking services to customers, the Medan City
Government in collaboration with market
management organizes various kinds of
entertainment attractions to attract the public to visit
and shop in the revitalized traditional markets.
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