Analisis Pengaruh Kualitas Fasilitas Fisik dan Non Fisik Pasar Mardika terhadap Niat Berperilaku Konsumen di Kota Ambon

Abstract

This study aims to examine and analyze the influence of the quality of physical and non-physical facilities at Mardika Market in Ambon on consumers' behavioral intentions in Ambon City. The research is motivated by consumer complaints regarding inadequate market facilities, which have led to a decline in public interest in shopping at Mardika Market.
A quantitative approach was employed using a survey method, involving 100 respondents from the Ambon City community. Data were analyzed using multiple linear regression.
The results show that both physical and non-physical facility quality significantly affect consumers’ behavioral intentions. The revitalization of Mardika Market is crucial to enhance its competitiveness and attract consumers back.
Keywords: physical facilities; non-physical facilities; behavioral intention; market; consumer