Pengaruh Faktor Peraturan Wali Kota, Tarif Sewa, dan Aksesibilitas terhadap Keputusan Pedagang dalam Memilih Lokasi Usaha di Luar Area Resmi Pasar Pasir Gintung Kota Bandar Lampung dalam Perspektif Etika Bisnis Islam: Studi pada Pedagang Pasar Pasir Gintung Kota Bandar Lampung

The continued presence of vendors operating outside the official area of ​​Pasir Gintung Market in Bandar Lampung City indicates that the market management policy implemented by the local government has not been optimally implemented. This condition is thought to be influenced by several factors, namely mayoral regulations, rental rates, and accessibility, which are considered by vendors in determining business locations. This study aims to analyze the influence of mayoral regulations, rental rates, and accessibility on vendors' decisions in choosing business locations outside the official market area from the perspective of Islamic Business Ethics. This study uses a quantitative approach with an explanatory research type. Primary data were obtained by distributing questionnaires to 78 vendors selling outside the official area of ​​Pasir Gintung Market using a purposive sampling technique. Data analysis was performed using multiple linear regression through t-tests, F-tests, and coefficients of determination. The results of this study indicate that partially, mayoral regulations and rental rates do not significantly influence vendors' decisions, while accessibility has a significant effect. Simultaneously, all three variables influence vendors' decisions. From the perspective of Islamic Business Ethics, vendors' decisions do not fully reflect compliance with regulations to achieve the common good. Keywords: Accessibility; Islamic Business Ethics; Traders’ Decisions; Mayoral Regulations; Rental Rates