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MANAJEMEN KRISIS PASAR BERINGHARJO YOGYAKARTA DALAM MEMPERTAHANKAN MINAT BELI PENGUNJUNG AKIBAT MUNCULNYA E-COMMERCE
Beringharjo Market located in Yogyakarta is one of the famous traditional markets and an icon of shopping tourism. The shift in sales patterns using e-commerce and social media has an impact on the decline in the number of visitors to Beringharjo Market. This raises concerns among the government and traders because they have to close their outlets earlier or stop completely because the decrease in visitors means that income also decreases. This study aims to analyze the crisis management of Beringharjo Market Yogyakarta in maintaining visitor buying interest due to the emergence of e-commerce. The study was conducted using a descriptive qualitative approach. Data were collected through observation, interview, and documentation techniques. Based on the results of the study, it was found that market managers had implemented systematic and adaptive strategies to face challenges, such as implementing e-commerce training and Workshops to help traders adapt to changes in consumption patterns that have shifted to online. However, in its implementation, the main challenge was found to be the low level of digital literacy of traders, especially from the older generation who have difficulty understanding and operating digital technology. Thus, a more personal, intensive approach is needed, and involving younger family members of traders to help.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
MANAJEMEN KRISIS PASAR BERINGHARJO YOGYAKARTA DALAM MEMPERTAHANKAN MINAT BELI PENGUNJUNG AKIBAT MUNCULNYA E-COMMERCE (Text)
MANAJEMEN KRISIS PASAR BERINGHARJO YOGYAKARTA DALAM MEMPERTAHANKAN MINAT BELI PENGUNJUNG AKIBAT MUNCULNYA E-COMMERCE (Other)
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