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This study aims to analyze the impact of the existence of a modern market on traditional market traders (a case study at the Yogyakarta Prawirotaman Market). The data collection method used in this research is using a questionnaire or questionnaire technique by distributing a number of written questions to the entire population of 100 people to obtain information.
The data analysis method used in this research is a causal associative research using a qualitative approach. Causal associative research is useful for analyzing the causal relationship of variables to other variables by looking at the effect of the independent variable on the dependent variable.
Based on the results of the t test, it shows that the consumer aspect has an effect on traders in the Prawirotaman traditional market, which is indicated by a value greater than the value of 3,428 > 1,985. The product aspect factor has no effect on the Prawirotaman traditional market trader as indicated by the result of a value smaller than the value 1.275 < 1.985. The product price aspect factor affects the Prawirotaman traditional market trader as indicated by the result of a value greater than the value that is 2.193 > 1.985.
Keywords: Consumer Aspect, Product Aspect, Price Aspect,
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