This study aims to determine the characteristic of the stall that chosen by the traders at Imogiri traditional market. This research uses 94 respondent those were selected by quota sampling methods. The primary data were obtained by using questionnare that analyzed by multiple linier regression analysis. The results indicated that the stall location, rental cost, market facilities, and market design are significantly influence the traders choice to trade in Imogiri traditional market. Meanwhile the safety and comfortable are not significantly influence their willing at all.