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This study aims to analyze the factors of consumer preferences for shopping at the night market and the impact of these preferences on improving the economic welfare of night market entrepreneurs in Samarinda City. Sampling in this study was carried out by the method of non-probability sampling with convenience sampling technique, an analysis tool used simple linear regression. The results showed that there are 5 factors that influence consumer preferences in choosing the night market as adoi:10.35915/cj.v3i2.371 fatcat:nb7hugnmwvglfkfntvfrbirk2u