Urban Consumers: Reasons, Expectations and Benefits for the Purchase of Vegetables, Fish on Itinerant Greengrocer (Case Study in Perumahan Kota Baru Driyorejo, Gresik)

The number of traveling vegetable vendors around community housing close to modern markets or traditional markets affects consumer behavior. The purpose of this study is to analyze the characteristics, reasons for expectations and benefits, as well as factors influencing urban consumers who buy fish, and sarur at itinerant vegetable vendors. This research was conducted in Driyorejo New Town Housing, Driyorejo District, Gresik Regency, East Java. Determination of samples by accidental sampling and obtained samples of 50 people. Data analysis methods of objectives one and two use descriptive analysis for the third purpose using SEM-PLS analysis. The results of the study were obtained by mobile vegetable vendor consumers aged 25-35 years with the last undergraduate education and working as civil servants whose average income is IDR 4,600,000 – IDR 6,500,000. The reason consumers buy at mobile vegetable vendors is because the distance is close and hopes that the types of vegetables are diverse for the benefits to meet their needs. Product quality and demographic factors have a significant effect, while price and service do not have a significant effect.