David vs. Goliath: Uncovering The Future of Traditional Markets in Indonesiadoi:10.34820/FK2/ESKCHVTelkom University Dataverse2022-09-221Prabowo, Fajar Sidiq Adi, 2022, "David vs. Goliath: Uncovering The Future of Traditional Markets in Indonesia", https://doi.org/10.34820/FK2/ESKCHV, Telkom University Dataverse, V1David vs. Goliath: Uncovering The Future of Traditional Markets in Indonesiadoi:10.34820/FK2/ESKCHVPrabowo, Fajar Sidiq AdiTelkom University DataversePrabowo, Fajar Sidiq AdiPrabowo, Fajar Sidiq Adi2022-09-22Business and Managementtraditional marketplace; Indonesia; store loyalty; Generation Y; cohorts.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 a preliminary study with the primary goal of 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 for supporting younger generations’ (Generation Y) store loyalty to shopping in the 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 behavior when shopping in the traditional marketplace in Indonesia.CC0 Waiver7456-28845-1-PB-1.pdfapplication/pdf