MEKANISME SURVIVAL PEDAGANG PASAR DALAM MENGHADAPI MASIFITAS BISNIS ONLINE: STUDI KASUS DI BLOK F PASAR TANAH ABANG, JAKARTA PUSAT

Ayu Setianingsih, NIM.: 20102030037 (2024) MEKANISME SURVIVAL PEDAGANG PASAR DALAM MENGHADAPI MASIFITAS BISNIS ONLINE: STUDI KASUS DI BLOK F PASAR TANAH ABANG, JAKARTA PUSAT. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

MSMEs have an important role to play in supporting economic growth in Indonesia. The existence of MSMEs affects people's income, where income is one of the most important factors for MSMEs. Tanah Abang Market is the largest textile market in Southeast Asia, located in Central Jakarta. This market in the center of Jakarta has become an international wholesale shopping center; no wonder this market has also become one of the largest economic centers in Indonesia to date. This is because it is strategically located and provides complete clothing needs. In the contemporary era, online businesses are increasingly dominating the market and changing the trading landscape in the face of the rapid growth of online businesses. Therefore, the researcher formulated a research problem regarding the survival strategy of market traders in facing the massiveness of online business. The purpose of this study is to find out the strategies used by traders to maintain and increase their sales in the midst of rampant sales in e-commerce. This study uses a descriptive-qualitative method with data collection techniques in the form of observation, interviews, and documentation. This study uses interactive analysis techniques consisting of data collection, data reduction, data presentation, and conclusions drawn. The results of this study show that traders in block F of Tanah Abang Market apply several survival strategies with marketing mix theory to maintain and increase their sales, namely by innovating products, maintaining product quality, lowering prices with promotions and sales, and starting to adapt to e-commerce.

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