EFEKTIVITAS PENGELOLAAN FUNGSI PASAR TERHADAP AKTIVITAS PERDAGANGAN DI PASAR TRADISIONAL DWIKORA, KELURAHAN SUKADAME, KECAMATAN SIANTAR UTARA, KOTA PEMATANGSIANTAR
DOI:
https://doi.org/10.23969/jp.v11i03.60570Keywords:
market management effectiveness; trading activity; traditional market; economic geographyAbstract
Traditional markets are a critical node in the urban spatial system, functioning as centers of goods distribution, social interaction, and local economic activity, so that the effectiveness of their management is closely related to the sustainability of trading activity. This study aims to (1) analyze the effect of market function management effectiveness on trading activity at Dwikora Traditional Market, Pematangsiantar City, and (2) identify the supporting and inhibiting factors of that effectiveness. A quantitative method was used with a population of 1,974 active traders and a sample of 95 respondents determined using the Slovin formula and simple random sampling. Data were collected through a Likert-scale questionnaire, interviews, observation, and documentation, then analyzed using validity and reliability tests, factor analysis, categorical analysis, simple linear regression, t-test, F-test, and the coefficient of determination. The results show that market management effectiveness falls into the effective category (mean = 2.733) and trading activity into the high category (mean = 2.916). The regression analysis yields Y = 1.229 + 0.617X with R = 0.703, R Square = 0.495, and t-test and F-test significance of 0.000 (p < 0.05), indicating that market management effectiveness has a positive and significant effect on trading activity and explains 49.5% of its variation. Supporting factors include commodity completeness, affordable prices, available toilets, routine waste collection, and trader supervision, while inhibiting factors include poor drainage, disorganized parking, uneven cleanliness, inconsistent stall arrangement, and limited maintenance budgets. This study recommends strengthening market governance and improving infrastructure so that trading activity can develop more optimally and sustainably.
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