STRATEGI BERTAHAN PEDAGANG TRADISIONAL DI TENGAH ARUS EKONOMI DIGITAL
DOI:
https://doi.org/10.29408/sosedu.v6i2.36797Keywords:
strategi bertahan, pedagang tradisional, ekonomi digital, modal sosialAbstract
This study examines the impact of economic digitalization on traditional traders and the survival strategies they develop at Teratak Market, Central Lombok. The study employed a qualitative approach. Data were collected through non-participant observation, unstructured interviews, and documentation, with purposive selection of informants. Data validity was strengthened through source, method, and time triangulation, while analysis followed data collection, reduction, display, and conclusion drawing. The findings show that digitalization has reduced market visitors and traders' income, particularly among traders whose products compete directly with online commerce. Consumers were attracted by lower prices, discounts, product variety, and home delivery. Nevertheless, several traders were able to use Facebook, TikTok, or Shopee with assistance from family members. Three principal survival strategies were identified: lowering selling prices, selling goods through credit, and distributing unsold goods door-to-door around neighboring hamlets. These strategies are supported by social capital in the form of trust, social norms, and trader networks. Trust enables credit transactions, norms regulate market participation and transactions, and networks facilitate mutual assistance and access to goods. The study therefore shows that the survival of traditional traders is not based solely on price adjustment, but also on the mobilization of social relations embedded in the market community.
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