<![CDATA[ABSTRAK Pasar tradisional masih berperan strategis dalam mendukung aktivitas ekonomi masyarakat dan menyediakan kebutuhan pokok harian. Meski demikian, tingkat ketertarikan konsumen berbelanja di pasar tradisional dipengaruhi sejumlah elemen yang perlu diteliti secara empiris. Penelitian ini difokuskan untuk menguji pengaruh harga barang, mutu produk, serta posisi strategis pasar terhadap minat belanja pembeli di Pasar Tradisional Kecamatan Ngambur, Kabupaten Pesisir Barat. Pendekatan kuantitatif diterapkan melalui survei dengan sampel 77 responden konsumen yang dipilih secara random. Pengumpulan data primer menggunakan kuesioner, dianalisis dengan Partial Least Squares–Structural Equation Modeling (PLS-SEM) melalui software SmartPLS 4.0. Temuan riset mengindikasikan bahwa mutu produk dan aksesibilitas lokasi memiliki pengaruh positif signifikan terhadap minat belanja, sementara faktor harga tidak menunjukkan pengaruh yang bermakna. Fakta ini menggambarkan prioritas konsumen lebih condong pada kualitas barang dan kemudahan menjangkau lokasi belanja. ABSTRACT Traditional markets still play a strategic role in supporting community economic activities and providing daily necessities. However, the level of consumer interest in shopping at traditional markets is influenced by a number of factors that require empirical research. This study focuses on examining the influence of product prices, product quality, and the market’s strategic location on shoppers’ interest in the Traditional Market of Ngambur Subdistrict, Pesisir Barat Regency. A quantitative approach was applied through a survey of 77 randomly selected consumer respondents. Primary data was collected using a questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0 software. The research findings indicate that product quality and location accessibility have a significant positive influence on shopping interest, while the price factor does not show a significant influence. This fact illustrates that consumer priorities lean more toward product quality and ease of access to shopping locations.]]>
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