The Effect of Psychological Factors and Market Image for Consumers Buying intentions Again Pasar Terapung in Kalimantan Selatan

Maryono1, Setio Utomo2, and Irwansyah3

Faculty Social Science and Political Science University Lambung Mangkurat

Email : yon_fisip@yahoo.co.idHp : 082250392692

ABSTRACT

The purpose of this research are, 1) to analyze and to explain the influence of Psychological factors towards Market's image Terapung. 2)  to analyze and to explain the influence of Market's image towards repurchase intention. 3) to analyze and to explain the influence of Psychological factors towards repurchase intention. The type if research used in this research was explanatory.The population and samples in this research was the consumers of the 'Pasar Terapung' (floating market) with the number of samples counted as 115 persons, and the technique of sample gathering used in this research was the accidental sample gathering technique. The method used in this research was Partial Least Square (PLS).The results of this research shows, 1) Psychological factors do significantly influenced the image of Pasar Terapung, as it is counted as much as 68,65%. 3) The Image of Pasar Terapung does significantly influenced the repurchase intention, as it is counted as much as 27,67%. 3) Psychological factors do not significantly influenced the repurchase intention, as it is counted as 16,75%. Limitations of this research study is just an observation only in floating market and not comparing the same traditional markets.

Keywords : Psychological factor, Pasar Terapung' image, repurchase intention.

I. IntroductionIn every single day, community could not be apart from an activity of purchasing goods

in order to satisfy their needs. Even with the increased world population, then it can be ascertained that the level of consumption for the products of food and non-food will also increase. The purchasing activity done by costumer generally centered in market. Market is a place where people done their economic activity. The functioning market league as a market institution could not be separated from the activities done by seller and buyer. (Damsar, 2002: 83).

The existence of traditional and traditional market has become an inseparable to the society life. A lot of traditional market’s existences can still be found in Indonesia, including in Banjarmasin, market in Banjarmasin generally are traditional market with the central market located in several point which assumed by the surrounding areas to be strategic. Traditional market is the most obvious indicator which generating the economy in the area of Banjarmasin.

Traditional market that is exist in South Kalimantan, especially in Banjarmasin surely has several differences to the other Traditional market that is exist in the other part of Indonesia, the thickness of Banjar Culture surely stick to the existed market, other than that in Banjarmasin that

in located in the river plain has its own atmosphere which is shown by the traditional market and is different to the other traditional market in Indonesia, such as the floating market where the social activity of the society while doing transaction done features culture or a specific cultural of the Banjar as a riverside area. Even in present time, there still is a market which in the transaction uses barter in the activity of bargaining.

Pasar Terapung is a Traditional market which all the selling and buying activities are done by the Seller and buyer while they are on a boat. Pasar terapung has some uniqueness that is unusual. The unique and typical atmosphere is that being in a crowded river filled by all those small and big boats that are looking for buyer and the seller’s shaky boats that are moving around over the current gives a whole new amazing sight to look at.

Being in the middle of their unique activity above boats that are swing by the wave ripples really gives an amazing experience and sensation, especially while drinking a cup of warm tea and enjoying the special culinary of banjar as Soto banjar, Nasi Kuning, Nasi itik gambut, or trying the Banjarese cakes that are sweet as bingka barandam , bingka kentang, lam cake, cucur, kelelepon, gaguduh pisang, and others. The variety of the goods being sold, the unique transaction activity that is happening among the seller and buyer in the center of the river gives a whole new amazing sight that is different compared to the other traditional markets and the other consideration that can give an influences to the consument in pasar terapung is that when they make a purchasing decision.

The purchasing decision is one of the consument’s behaviors. A decision can only be made if there are an alternative chosen. According to sciffman and kanuk (2000), define the decision of two or more purchasing decision alternatives. In another words, the alternatives decision have to be available for someone when making the decision of purchasing a certain product. While Olson (2002), explained the purchasing decision as an integration process that in combining knowledge and evaluating two or more alternative behaviors and choose one of them.

The one who will have the purchasing decision of a product and service will pay attention and consider certain factors and the consumer will be influenced some those factors in order to seek for satisfaction in consuming the products of service, as how the consument ‘s behavior, they will seek for a maximum satisfaction in fulfilling their needs.

According to Brown and Kotler (2006), while there are two power of a factorsthat influences the consument’s behavior, which are the social culture and the psychological strength that both of them are consist of several indicators or instructions that can explain the factor of social culture and psychological strength. First, the indicators of culture strength are: (a) Culture Factor; (b) social class factor; (c) belief factor; (d) family factor. Secondly, the psychological strength consists of: (a) learning experience factor; (b) personality factor; (c) attitude and belief factor; (d) self-consept. While Berkowitzet al (1989 : 94) explained in analysis frame that the main factor that influences the consumer’s decision making in purchasing covers the consument’s individual factor, environment, marketing strategi and situational. Situational factor is a temporary personal and environment factor that come up while the consument’s activity occurs and in a short amount of time.

Some other experts says that consumer’s behavior influenced by the psychological motivation or the main factor that become the consumer consideration in deciding the purchasing is the psychological factor that include motivation, preseption, learns, trust, and attitude. According to Lamb (2005), psychological factor determine how individual accepts and interacts with the environment and the influence to consument’s decision, the higher the psychological factor thatbis taken by the comnsumer, then the higher the purchasing decision will be.

So as the consument’s behavior in Pasar Terapung, in making decision, consument surely there are a lot of factors that is influencing it. To get the representative image of the consument in Pasar Terapung in Banjarmasin, the researce will be focused on to observing the consument behavior in pasar terapung in making purchasing decision. The related study about purchasing decision in traditional market have also been done by Errin A, Aan Julia and Wsti R (2015), form the results it found that the main priority factor that influenced the society decision in choosing traditional market or modern market to shop in to are the quality of the products, the need of the products, musola/masjid.

Untung Sriwidodo (20140, did a researce about the image of pasar jum’at karanganyar influences to the Words of mouth (WOM) using consument’s delight as a mediation variable. According to the hypothesis results gathered a conclusion; pasar jum’at image’s does significantly influence towards the costumer’s delight to the pasar jum’at image does not significantly influce to the WOM is Possitive. Costumer delight influential to the WOM is positive. Consument delight mediate the influence of pasar jum’at image’s towards the Words of mouth is positive. While Ade Nurhayati and Djodi A (2012) based on their research state that price, better quality, better market condition and the more strategic location will increase the consumer interest and satisfaction in shopping in traditional market.

Pasar terapung exist in Indonesia or for exact located in the river of barito city Banjarmasin the province of South Kalimantan. The activity of pasar terapung has long become a rutinity to the society in the riverside of Barito River in every dawn till noon, the existence of pasar terapung has already been existed since the age of Sultan Banjar. Pasar terapung in South Kalimantan act as an economical activator to the surrounding community, the form of transaction between the seller and consumer that occurs on a river is really rare and has differences to the other buy and sell activity in the other traditional market which makes it really interesting to be researched about.

According to the background and phenomenon above, the formula matter in this research are; a) doe’s psychological factor significanltly have an influence to the image of pasar terapung in Banjarmasin. B) Does the market image significantly have an influence to the repurchase interest to the pasar terapung in Banjarmasin? And c) does the psychological factor significantly have an influence to the repurchase interest to the pasar terapung in Banjarmasin.

2. Literature review and hypotheses development

2.1.1 Understanding of Consumer’s behaviorConsument’s behavior is a study of how individual, group, and organization, choosing

and buying. Using and how goods, service, idea, or experience to satisfy their needs and wants (Kotler & Kelller, 2009: 166). Next Nnugroho (2002:2) state that “consumer’s behavior as a decision making process and each individual activity that is done in an evaluation, getting, using or managing goods and service”.

2.1.2 Factors influencing purchasing decisionAccording to Mowen and Minor in Ratih Hurriyati explained that factors influencing the

consument in doing a purchasing consist of individual influence that covers information processing, behavior, motivation, personality, trust, and attitude. While the environtment influences consist of situation, group, family, culture, social, sub-culture. Kotler ad Amstrong explained that factors which influences consument in purchasing is marketing excitement for

purchasing product consist of 4P for physical product and 7P for Service, which are: product, price, promosion, place, person, physical evidence and process.

Furthermore according to Kotler & Keller (2009: 166-176), consument’s purchasing behavior is influenced by four factors; cultural factor (culture and subculture), social class (reference group, close friend’s family, also role and status), personal factor which covers : age and product’s life cicle, job and economical condition, personality and style factor and value). Furthermore Kotler & Keller (2009: 176-183), state that there are four psychological keys process that influence consument’s respond fundamentally, which are: motivation, persepsion, leraning and memory.

While according to Sutisna (1997:237), factors influencing consument’s behavior, consist of four factors which are: cultural factor, social factor, psychological factor, and personal factor.

According to Berkowitz (1997:117) there are four factors that is influencing consument’s purchasing decision, which are situational influences, Psychological influences, ssociocultural influences and marketing mix influences. From all those four factors, psychological factor is the one factor that showed up in consument.

2.1.3 Psychological Factor Menurut Simamora (2002:11), psychologic is a certain behavior pattern, including though

and emotion that characterize each individual adaptation toward their life situation. Those psychological factors are: motivation, perception, learning, slef-concept, and attitude. A consument surely will consider various factors to realize the buyer. According to Widiyono and Pakkanna (2013), psychological factor is explaining with an understanding of what happen in somebody’s mind rather than just understanding how somebody’s brain works. Callwood (2013) in Durmaz (2015 : 195), said that psychological factor is the thing that may influences individual decision to repurchase that is in the individual itself which are, motivation, perception, learning and belief and attitude. Next motif, attitude and personality considered as a factor that determine the quantities and kinds of the product being consumed [Wos 2003] in Ewa Babicz Zielińska (2006).

2.1.4 ImageImage is a whole perception towards the product and merk that it build from information

and a cut of the past towards the product and merk (Sutisna, 2003:83). According to Berman & Evans (1992): Image refers to how a retailer is perceived by consumers and others.

While image is a result of consument’s perception of the reatailer. Engel, Blackwell and Miniard in Iswari and Suryandari (2003:84) state that retailer’s image has 6 dimensions which are: location, variety, price, ads and selling promotion, market personel and service. While Ma’ruf (2006:181) retail’s image dan be build through several substance which are : merchandise (price, quality, category variety, items availability), location, service, helper/staff/cashier, company’s personality image or market, facility, store ambiance (interior and exterior decoration, room atmosphere, structuring, display and promotion.

2.1.5 Repurchase Interest

According to Kinnear and Taylor (1995:306), repurchase interest is a tendency responden stage to act before the purchase decision really made. Mehta (1994: 66) define the repurchase interest as a consument’s tendency to purchase a certain merk or to take action that is related

with the purchasing that is measured with the possibility level of a consument to commit a transaction.

Howard (1994) (Durianto and Liana, 2004: 44) repurchase interest is something that has chorelation to the consument’s plan to repurchase a certain product and how many product unit that is needed for a certain period. Repurchase interest according to Kinnear and Taylor (1995) (Thamrin, 2003: 142) is a part of consument’s behavior component in attitude of consuming, respondent’s tendency to act before the purchase decision really done.

2.1.6 The influence of psychological factor towards market’s imagePsychological factor is a way which is used to recognize their feeling, collecting and

analyzing information, abbreviate thought and opinion dan take action (Lamb,2001:224). Psychological factor consists of motivation, persepsion, learning also belief and attitude (Setiadi,2003:46).

Based on the elaboration above, looks like that there’s influence between psychological factor towards the market’s image, positive perception and either from consument can give a plus point towards market’s image building, good market’s image will also gives output for the company to develop market’s existence to make it better and become a costumer aim to shop in. some of the research explain that when there’s a good perception from consument then the market’s image will be good as well. So from the theory above can be taken a hypothesis frame based on the results;

H1: There’a significant influence of psychological factor towards market’s image.

2.1.7. The influences of market’s image towards repurchase interest.The use of sign theory shows that market’s image can be determined product quality,

Dawar and paker (wu et al 2011). Next, merk expanding literature supports the idea that market’s association dan generalize market’s merk, Collin-Dodd and Lindley (wu et al 2011). Other than that, when consument get used to the merk, the picture of a market often be one of the bigget sign to rate personal merk label.

The results of the elaboration above that there are influence of market’s image towards repurchase interest of a product, also that the more positive the market’s image owned by the seller then the purchase interest from the consument will get higher as well, for that, market’s image has a live relation and positive with the repurchase interest of the pasar terapung’s concument. Consistence to the result found then it can be taken a hypothesis that:

H2 : Market’s image does have an influence toward the repurchase interest in Pasar terapung, Banjarmasin.

2.1.8 The influence of psychological factor towards repurchase interest in Pasar terapung, BanjarmasinCallwood (2013) in Durmaz (2015 : 195), said that psychological factor that may

influences individual decision to commit a repurchase is in the individual itself which are : motivation, persepsion, learning and believe and attitude. Next motif, attitude and personality considered as a factor that decides the quantity and kinds of produvt that in comsumed [Wos 2003] in Ewa Babicz-Zielińska (2006). The consistency with the theory and the result found then it can be taken a hypothesis that:

H3: Psychological Factor does have an influences towards the personal product label.2.2. Research model

2.3. Research HypothesisH1: There’a significant influence of psychological factor towards market’s image.H2 : Market’s image does have an influence toward the repurchase interest in Pasar terapung,

Banjarmasin.H3 : Psychological Factor does have an influences towards the personal product label.

3. Research Method

3.1 interpretation and research typeResearch interpretation that is used in this research is quantitative based on positivism

philosophy, which look at the clarified reality and phenomenon, fixed relative, concrete, observed, measured, and the relation of cause and effect. With research type used to be in explanatory.

3.2. Population and samplePopulation in this research is related to the consument who has interest in repurchasing at

the pasar terapung, Banjarmasin. The number of samples in this research counted as 115 samples.

3.3. Optional variable definition

1. Psychological factor (X), which is a certain behavior pattern, including though, emotion that characterize each adaptation that is exist in the pasar terapung consument towards the situation in doing a purchase activity. Indicator to measure the psychological factor variable used 3 indicator; motivation, persepsion and learning,

2. Market’s image (Z),Image is a whole perception from the consument towards pasar terapung that in made from information and a cut of the past of pasar terapung. The indicator used to measure the market’s image variable used 3 indicator which are facility, merchant service and the going to the location.

3. Repurchase interest (Y), is something that it related to consument’s plan to repurchase a certain product also how much the product that is needed in a certain time in pasar terapung. The indicator used to measure the repurchase intereset variable used 2 indicators, the intention to but and the plan the to buy.

Image 2.3: Research model

Repurchase interest (Y)

Psychological factor (X)

Market’s image(Z)

H3

H2H1

3.4 . Data Gathering TechniqueThe data that is used in this research are two kinds which are; kuesionair; in this

research kuesionair used is characterized as a closed, wehere the answers were available, so the respondents just have to choose the provided answers.

3.5. Validity and Realibility Test.The validity and reliability test was using the Structural Equation Model (SEM)

with the Partial Least Square (PLS) software and the result can be seen from convergent validity, discriminat validity test and Average Variance Extracted (AVE) to see the items from the variable either it is valid or not.

Realibility test can be done by using the SmartPLS Program, which will give the facility to measure the realibility with the Cronbach Alpha (α) statistics test. A contruct or variable dan be said as reliable if it shows Cronbach Alpha> 0,60 ( Ghozali, 2006 ). Alpha Cronbach Arikunto, (2003:236).

Based on the composit readability test it found that psychological factor’s variable and market’s image toward the repurchase interest showed a result that composite reliability is 707 higher and cronbach alpha is 0,6 higher, so the test stated as reliable.

3.6 Data Analysis TechniqueHypothesis data test analysis done using Partial Least Square (PLS) software.

Partial Least Square (PLS) used to analize data in this reseach with SmartPLS software version 2.0.M3 that can be downloaded from http://w w w . SmartP LS .d e .

4.1Results and Discussion

4.1.1 Validity and readability test results.Readability test can be done using the help of SmartPLAS program, that will Uji

reliabilitas dapat dilakukan dengan menggunakan bantuan program SmartPLS, which will give the facility to measure the realibility with the Cronbach Alpha (α) statistics test. A contruct or variable dan be said as reliable if it shows Cronbach Alpha> 0,60 ( Ghozali, 2006 ).

1. First outer model stcructure test

Image 4.1 first outer model structure test Source: Output smartPLS, 20162. Covergent Validity of the first structure model

Are the two instruments can measure high chorelation consept. Convergent validity of each indicator in measuring laten variable is shown by how big or small is the loading factor on the measurement model Partial Least Square (PLS). convergent validity is used to test the convergent validity degree where a measurement instrument of a variable operationalize on the other variable. Because theoriticly there has to be similiarity (convergancy). A construct laten knpwn to have a good convergent validity if it has the minumu loading value of 0,50 and considered as enough. The result of outer loadings (covergent validity) toward laten contruct items Psychological Factor (X), Market’s image (Y) and Repurchase interest (Z) showed if there no invalid items as athe values are above 0,5

3. First structurtal Discriminant Validity ModelBased on the result of discriminat validity can be seen on the 4.2 table below. The

results of cross loading (discrimanant validity) test towards laten contructs items with the variable (main) was smaller as it compared to the cross loading with the other laten variable items which are: item X.1, whilw for the market’s image (Z) there are 7 (seven) invalid items which are Z.10, Z.2, Z.3, Z.4, Z.5, Z.8, dan Z.9, for that, these items were removed from the first structural model.

4. Average Variance Extracted (AVE) Model Struktural Ke 1.Average variance Extracted (AVE) that was obtained showed all the laten contructs

have more than 0,5 Average Variance Extracted (AVE) value or valid, (minimum standar Average Variance Extracted (AVE). The first structural model can be said as close to the criteria, but there has to be some modification as the still are invalid items in the cross loading (discriminant validity) on ttable 4.2. so it will raise the Average Variance Extracted (AVE) values from the model.

Table 4.2. Average Variance Extracted (AVE) value of the first structural model

Laten construct AVE Minimum standart criteria

Psychological factor 0.565379 0,5 ValidRepurchase interest 0.720081 0,5 ValidMarket’s image 0.615608 0,5 Valid

Source: Output SmartPLS (2016)

5. Readability test of the first structural mouter modelReadability measurement was done using the composite reliability and cronbach

alpha. The minimum value of both of them 0,7 and 0,6. The measurement results of all variable are reliable, and to make it clearer it can be seen in table 4.3. below:

Table 4.3. Composite Reliability and Cronbach Alpha of the first structural model

construct Composite Reliability

Minimum standart

Cronbach Alpha

Minimum standart criteria

Psychological factor 0.865811 0,707 0.806292 0,6 ReliabelRepurchase interest 0.909810 0,707 0.864550 0,6 ReliabelMarket’s image 0.955970 0,707 0.948167 0,6 Reliabel

Source: Output SmartPLS (2016)

a) Structural outer test of the second modelThe secong outer structural model test done by removing items that has lower

discriminate value compared to the cross loading, with the main construct on the first model which: X.1, Z.2, Z.3, Z.4, Z.5, Z.8, Z.9 and Z.10.

Gambar: 4.2. Uji Output Model Stuktural Ke 2Sumber: Output SmartPLS (2016)

1. Covergent Validity of the second structural modelThe result of outer loading (corvergent validity) for the second structural model result of

stage 1 modification, on the model has reached the minimum corvergent validity standart. The result outer loadings (covergent validity) towards the laten construct items of psychological factor (X), Market’s image (Z) and Market’s interest (Y) showed that there no invalid items were the value were above 0,52. Discriminant Validity of the second structural model

For the second sctrutural model, the chorelation results of cross loading can be taken from the cross loadings (discrimanant validity) results towards the laten construct of market’s image (Z) showed if there was 1 (one) invalid as the item’s cross loading value with the laten

variable (main) was smaller compared to the other item’s cross loading value which was the : z.7, for that, item Z1 removed from the second structural model 3. Average Variance Extracted (AVE) of the second structural model

Average Variance Extracted (AVE) value that was obtained showed that all laten constructs proven valid, as the Average Variance Extracted (AVE) value is higher than 0,5 which is the (standart minimum value in SmartPLS) it showed that all laten construct items have had high internal concistency. To make it clearer it can be seen in the 4.4 table below.

Table 4.4. Average Variance Extracted (AVE) value of the second structural model

Laten construct AVE Minimum standart criteria

Psychological factor 0.562954 0,5 ValidRepurchase interest 0.720299 0,5 ValidMarket’s image 0.895026 0,5 Valid

Source: Output SmartPLS (2016)

4. Outer Reliability of the second structural modelRealibility measurement was done using composite reliability and cronbach alpha.

Minimum value of both of them are 0,707 and 0,6. The measurement results can be seen in the table 4.5. below:

Tabel 4.5. Composite Reliability dan Cronbach Alpha Model Struktural Ke 2

constuct Composite Reliability

Minimum standart Composit

e Reliability

Cronbach Alpha

Minimum standart

Cronbach Alpha

criteria

Psychological factor 0.836801 0,707 0.741262 0,6 ReliabelRepurchase interest 0.909965 0,707 0.864550 0,6 ReliabelMarket’s image 0.983327 0,707 0.978220 0,6 Reliabel

Source: Output SmartPLS (2006)

a) Third Outer structure Model Stktural Ke 3Cross loading (discriminate validity) of the second structural model has lower

value compare to the other main constructs which are : Z7, so it had to be removed from the second structural model. The thisrd structural model made by modifying the seceon model.

Image: 4.3. Output Model test of the third structural model Source: Output SmartPLS (2016)

Average Variance Extracted (AVE) value obtained shows that all the laten construct proven valid, as the Average Variance Extracted (AVE) value in each construct is higher than 0,5 which (the minimum standar in SmartPLS) it showed that all laten construct items have a high internal concistency. To make it clearer see the table below.

Table 4.6. Average Variance Extracted (AVE) value of the third structural model

Laten construct AVE Minimum standart criteria

Psychological factor 0.563439 0,5 ValidRepurchase interest 0.720200 0,5 ValidMarket’s image 0.979713 0,5 Valid

Sumber: Output SmartPLS (2016)

1. Outer Reliabilitas test of the third Structural modelFor the results of the outer reability in this research can be in in table 4.7 below:

Table 4.7. Composite Reliability and Cronbach Alpha of the third structural model

constuct Composite Reliability

Minimum standart Composit

e Reliability

Cronbach Alpha

Minimum standart

Cronbach Alpha

criteria

Psychological factor 0.837107 0,707 0.741262 0,6 ReliableRepurchase interest 0.909904 0,707 0.864550 0,6 ReliableMarket’s image 0.996561 0,707 0.978220 0,6 Reliable

source: Output SmartPLS (2006)

4.2 SmartPLS Test Result

1. Hypothesis test of the live influence among variableStatistic results can be seen in table 4.22. in statistic colom. Summary of

hypothesis test as above in the table 4.8. below:Table 4.8. T Statistics Inner Model Stuctural Fit

H Influence among construct Path Koefisien

T Statistics

T Value SmartPLS T Statistics

H1 Psychological factor → repurchase interest 0,167599 1,177116 1,96 Insignificantly

influencing

H2 Psychological factor → market’s image 0,686523 12,178287 1,96 Significantly

influencing

H3market’s image → Psychological factor → repurchase interest

0,276707 1,976898 1,96 Significantly influencing

Sourct: created using Output SmartPLS (2016)

Based on the hypothesis test, the last model of the research if build from the significant variable influence, then it can be seen that the influence of psychological factor towards the repurchase interest has got to be though the markets’s image, while the the live influence of psychological factor towars the repurchase interest stated as insignificant, so it is not described in the last model, as for in the last model of this research can be illustrated as below:

2. Indirect and total influence This research acquaired influence result between construct directly. Based on the

structural model of the research then there found 1 (one) indirect influence that was made, which is : psychological indirect influence (X) towards the repurchase interest (Y) through the market’s image (Z) dan there were 3 (three) direct connection that’s the influence of psychological factor (X) towards the market;s image (Z), the influence of market’s image (Z) towards the repurchase interest (Y). the influence of psychological factor (X) towards the repurchase interest (Y). the research’s results about the direct and indirect influence is served in the table 4.23. below :

Table 4.9. Direct and indirect influence and total influence H. Influence among concstruct direct indirect Total Information

H1 Psychological factor → repurchase interest 0,168 (1,17) in significantly

influencing

H2 Psychological factor → market’s image 0,687 (12,17*) Significantly

influencing

H3 market’s image → repurchase interest 0,277(1,97*) Significantly

influencingPTL Psychological factor → 0,1902 0,3582 insignificantly

Image 4.6. significant influence on the research modelSource: created data (2016)

Repurchase interest (Y)

Psychological factor (X)

Market’s image (Z)

0,27670,6865

market’s image → repurchase interest influencing

Source: created using SmartPLS (2016).

3. Discussion of Test Results HypothesisBased on the analysis result 12,1782 < 1,96, it can be concluded that

psychological factor (X) proven to be significantly influencing to the market’s image variable (Z). in the significant stage as 5%, with the influence as much as (0,6865) or (68,65%). The result of this research supports that the research done by Ranjbarian et al (2012), which found that psychological factor does have influence to the market’s imagethis research agree to the research did by Rzem et al (2012) that revealed that perception variable I the one that controls market’s image

Based on the analysis results 1,99768>1,96 can be conluded that market’s image (Z) prove to have influence towards the repurchase interest (Y) variable in the significant stge of 5% with the influence as much as 2,2767 or 27,26%. The result of this research supportd the research did by chen et alo (2007) as he found thatmulti channel market’s image have a positive influence to repurchase interest, wu et al (2011), that revealed that market’s image has direct effect and positive towards PLB repurchase interest. Other than that also supports the research did by besra et al (2015) state that retail image shows positive and significant influence.

Based on the analysis result 1,771<1,96. Can be considered that psychological factor (X) proved insignificantly have an influence to the repurchase interest (Y) in a stage in significant as 5% with the influence as big as 0,1675 ir 16,75%. The result of this research supports the research of kumar et al (2009) proven that psychological factor to repurchase interest don’t significantly influencing. But not support the research of lew at al (2014) that found that there as a relation between psychological factor to repurchase interest.

Psychological factor (x) significantly influence to the repurchase interest directly with coefisien t statistic with t value smartPLS as 1,1771 < 1,96 (insignificant). Market’s image (z) significantly influenceto the repurchase interest directly with the coefisien line as 2,2767 or 27,675 dan comparison value statistic to t value SmartPLS as 18,8030 < 1,96 (significant)

Because one of the direct influence is not significant. For that, there’s indirect influence of psychological factor (X) toward repurchase interest (Y) through Market’s image (Z) proven insignificant. The opposite, the direct influence of psychological factor (X) toward market’s image (Z) acquaired a coefisien 0,6865, while the comparison value of t statistic to t valer smartPLS is 12,2764>1,96 (significant). The direct influence is bigger compared to the indirect (68,65%>14,96%),which mean the significant influence while the insignificant. It shows the psychological factor (X) towards the repurchase interest (Y) characterize as direct.

4. Conclusion1. Conclusion :

from this research can be conclude that : 1) this research prove that psychological factor does have influence to market’s image with the influence as 68,65%. First hypothesis proved. 2) market’s image significantly influencing the repurchase interest, with the

influence as 28,67%. Second hypothesis proved. 3) psychological factor that percepted insignificantly influencing towards repurchase interest in pasar terapung, the hypothesis was not proven.

2. Advice From this research can be advised to : 1) the seller expected to rise the service

quality, variety so as the service in the seling to give good image to consument and attract the consument to have interest on repurchasing good in pasar terapun again. 2) to the nest research, expected can have research by interview or survey so there can be found and explained more deeply about the other factors that can influence the consument in buying good in pasar terapung. 3) the next research also expected to have research not just in one traditional market so it can be generalize for reailed business or other.

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