Consumer loyalty is an in-depth customer commitment to buy or re-favor a future preferred product shown by repurchasing and recommending others to shop at traditional markets (Srivastava and Kaul, 2016). Traditional markets generally provide basic human needs such as food and clothing. Consumers who are loyal to the traditional market, will return again to the traditional market to meet their needs. this is also because the traditional market in the research area is located close to the consumer’s home. According to the Table 3, it was known that consumers want to shop back to traditional markets but less willing to recommend others to shop at traditional markets. This is seen from the value of loyalty level in the first indicator much higher than the second one. Traditional markets in rural areas are the main place for shopping. So they will return again to traditional markets. Anaysis result of customer loyalty level can be seen in Table 3.

Table 3. Level of Consumers Loyalty in Traditional Market

Source : Primary Data Analysis (2018)