ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PENDAPATAN PEDAGANG PAKAIAN DI PASAR TRADISIONAL SUMOROTO KABUPATEN PONOROGO

The decline in income of clothing vendors at Sumoroto Traditional Market in Ponorogo Regency is due to the increasing growth of modern markets, modern retail, and e-commerce, which offer easy access, competitive prices, and various attractive promotions. This study aims to determine the effect of capital, price, product quality, social networks, length of business, and working hours on the income of clothing vendors at Sumoroto Traditional Market in Ponorogo Regency. This study used a quantitative approach with primary data methods. The population in this study was all vendors at Sumoroto Market. The sampling method used a total sampling technique of 50 clothing vendors. Data collection used a questionnaire and was analyzed using Multiple Linear Regression. The results showed that capital, price, product quality, and working hours significantly influenced the income of clothing vendors. Meanwhile, social networks and length of business did not significantly influence the income of clothing vendors. It was concluded that not all assumed variables influence the income of clothing vendors at Sumoroto Market.

Keywords: Income, Capital, Price, Product Quality, Social Networks, Length of Business, Working Hours.