<![CDATA[Traditional markets as economic centers for socializing and exchanging information. Traditional markets are the destination for some people to meet their needs for reasons of product diversity, comfort, cleanliness, quality, and locations close to the community, making the shopping experience in traditional markets that give rise to the intention to revisit. This study aims to examine the influence of motivation, perceived value, hedonism, and atmosphere on the intention to revisit the Wonokromo traditional market in Surabaya. This study was conducted using quantitative methods. The population used was visitors who shopped at the Wonokromo traditional market in Surabaya. 113 valid responses were collected which were analyzed using multiple linear regression with SPSS 26. This was done by giving questionnaire statements via Google Form. The results of the study showed that motivation, perceived value, hedonism, and atmosphere significantly affected the intention to revisit. A person's motivation to shop arises based on several factors such as needs, desires, and even to please themselves. The perceived value of a buyer's feelings and attitudes regarding the product or service purchased. Buyers always consider what benefits they get after purchasing. Hedonism felt by customers shopping at Wonokromo traditional market from their happy feeling of being free to choose the products they want with the desired quality and price. The atmosphere becomes an emotional effect on buyers to increase the likelihood of their purchase.]]>
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