Keywords
Abstract
Based on the verified sample of 330 respondents who are living in the rural and urban area, the paper employed the quantitative approach, in which EFA and regression model are applied. The finding of the paper confirms that the buying intention of consumers are depended on six factors, such as convenience, positive expectation, enjoyment consumption, emotional gratification, and efficiency consumption. The paper found the consumers who are living in the urban area pay attention to emotional gratification and enjoyment consumption once they have the buying intention. While the consumers are living in the rural area have the buying intention depended on emotional gratification and convenience, this can be explained, due to the increasing in people’s income and changes in life style. The findings are interesting for retailers who want to invest their retailing business in the rural market.