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There are many types of markets in Banjarmasin, such as traditional market or modern market which makes researchers interested to studying this further. The purpose of this study was conducted to determine whether factors such as product, price and promotion of consumers considered shopping at Hypermart Banjarmasin. This research is explanatory research by using descriptive research. From the result of research or filling out the questionnaire, known that variable of product, pricing and promotion of consumers considered shopping at Hypermart Banjarmasin. These three factors can explain the consideration of consumers in shopping at Hypermart Banjarmasin. In an effort to increase sales in the Hypermart Banjarmasin, the company must observe the policy of the marketing mix because it is the essence of marketing a company. The policy covers the activities of the marketing mix is comprised of four variables, namely product, harga, promotions and distribution.
Kata kunci: produk, harga, dan promosi
