<![CDATA[Vegetable traders in traditional market facing several risks when running their business such as physical risk of vegetable that easily damaged, price changes and unstable market condition. The purpose of this study was to determine the effect of socioeconomic factors such as age (X1), education (X2), number of dependent (X3), business experience (X4) and business income (X5) on vegetable trader’s business risk tolerance at Pa’baeng-baeng traditional market in Makassar City (Y). There are 30 vegetable traders as respondents. The data was gathered by questionnaires. The Risk tolerance variable is measured based on the respondent’s answer to the risk tolerance statement on the questionnaire using the likert scale measurement and transformed using Method of Successive Interval Tools. Data analyzed using multiple linear regression with hypothesis testing using the coefficient of determination (R2), F-Test (simultaneous) and t-Test (partial). Some tests are needed before carrying out the multiple linear regression analysis including validity and reliability test and also the classical assumption test including normality, multicollinearity and Homoscedasticity test. The results showing: (a) coefficient of determination (R2) shows that 40,9% vegetable trader’s risk tolerance is explained by socioeconomic factors while the remaining is explained by other variables that are not tested, (b) the F-Test analysis shows that all variables of socioeconomic factors significantly affect the vegetable trader’s risk tolerance, (c) t-Test analysis shows that education (X2) and business experience (X4) variables are significantly affect the vegetable trader’s risk tolerance while age (X1), number of dependent (X3) and business income (X3) are not significantly affect. Pedagang sayur di pasar tradisional menghadapi beberapa risiko saat menjalankan usahanya seperti risiko fisik sayuran yang mudah rusak, harga yang berubah-ubah dan kondisi pasar yang tidak menentu. Tujuan penelitian ini adalah mengetahui pengaruh faktor sosial ekonomi pedagang yang meliputi usia (X1), pendidikan (X2), jumlah tanggungan (X3), lama usaha (X4) dan pendapatan usaha (X5) terhadap toleransi risiko usaha pedagang sayur di pasar tradisional Pa’baeng-baeng di Kota Makassar (Y). Jumlah responden pada penelitian ini adalah 30 orang pedagang sayur. Metode pengumpulan data yaitu menggunakan kuesioner. Variabel toleransi risiko diukur berdasarkan jawaban responden terhadap pernyataan toleransi risiko dengan menggunakan pengukuran skala likert kemudian dilakukan transformasi data menggunakan Method of Successive Interval Tools. Analisis data menggunakan regresi linear berganda dengan pengujian hipotesis menggunakan koefisien determinasi (R2), uji F (serempak) dan uji t (parsial). Sebelum dilakukan analisis regresi linear berganda terlebih dahulu dilakukan uji validitas dan reliabilitas serta uji asumsi klasik yang meliputi uji normalitas, multikolinearitas dan heteroskedastisitas. Hasil penelitian menunjukkan; (a) analisis koefisien determinasi (R2) menunjukkan bahwa 40,9% toleransi risiko pedagang sayur di pasar tradisional dapat dijelaskan oleh variabel faktor sosial ekonomi sedangkan sisanya dijelaskan variabel lain yang tidak diteliti, (b) uji F (serempak) menunjukkan bahwa semua variabel faktor sosial ekonomi secara serempak berpengaruh signifikan terhadap toleransi risiko pedagang sayur, (c) uji t (parsial) menunjukkan bahwa variabel pendidikan (X2) dan lama usaha (X4) berpengaruh signifikan terhadap toleransi risiko pedagang sayur sedangkan usia (X1), jumlah tanggungan (X3) dan pendapatan usaha (X3) tidak berpengaruh signifikan.]]>
