STRATEGI ADAPTASI PEDAGANG PASAR TRADISIONAL DALAM MENINGKATKAN KETAHANAN EKONOMI MASYARAKAT : Studi Kasus Pasar Tumpah Prapatan di Desa Panjalin Kidul, Kabupaten Majalengka

Elfa Rizqia Zulfah Nur, - and Siti Komariah, - and Puspita Wulandari, - (2025) STRATEGI ADAPTASI PEDAGANG PASAR TRADISIONAL DALAM MENINGKATKAN KETAHANAN EKONOMI MASYARAKAT : Studi Kasus Pasar Tumpah Prapatan di Desa Panjalin Kidul, Kabupaten Majalengka. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Era digital telah membawa perubahan signifikan dalam perilaku konsumen, dengan beralihnya preferensi belanja dari pasar tradisional ke platform daring (e-commerce). Fenomena ini berdampak langsung pada keberlangsungan pasar tradisional, termasuk Pasar Tumpah Prapatan Panjalin Kidul, Kabupaten Majalengka, yang mengalami penurunan omzet dan jumlah pengunjung. Tujuan penelitian ini adalah menganalisis dan memahami berbagai strategi yang diterapkan oleh pedagang pasar tradisional dalam menghadapi tantangan terhadap pasar modern dan untuk menganalisi dampak dari strategi tersebut terhadap ketahanan ekonomi dan kesejahteraan masyarakat. Metode yang digunakan adalah pendekatan kualitatif dengan studi kasus, melalui observasi, dokumentasi, dan wawancara mendalam dengan pedagang, konsumen, kepala pasar, dan perangkat desa, serta dokumentasi. Analisis data dilakukan dengan reduksi data, penyajian data naratif, dan penarikan kesimpulan, yang dikaitkan dengan teori perubahan sosial (Arnold J. Toynbee) dan teori modernisasi (Everett M. Rogers). Hasil penelitian menunjukkan bahwa pedagang menerapkan strategi aktif, pasif, dan kreatif untuk bertahan di tengah penurunan pendapatan. Ketahanan ekonomi terlihat dari pengelolaan keuangan yang adaptif dan usaha tambahan. Dampak dari strategi adaptasi ini mencakup peningkatan stabilitas pendapatan, kemudahan akses konsumen, dan peningkatan pendapatan daerah. Kesimpulannya, pedagang di Pasar Tumpah Prapatan Panjalin berhasil menerapkan strategi adaptasi yang meningkatkan ketahanan ekonomi masyarakat. shopping preferences shifting from traditional markets to online platforms (e-commerce). This phenomenon has had a direct impact on the sustainability of traditional markets, including the Tumpah Prapatan Panjalin Kidul Market in Majalengka Regency, which has experienced a decline in revenue and visitor numbers. The purpose of this study is to analyze and understand the various strategies implemented by traditional market traders in facing challenges posed by modern markets and to analyze the impact of these strategies on economic resilience and community well-being. The method used is a qualitative approach with case a study, through observation, documentation, and in-depth interviews with traders, consumers, market heads, and village officials, as well as documentation. Data analysis was carried out through data reduction, narrative data presentation, and drawing conclusions, which are linked to the theory of social change (Arnold J. Toynbee) and the theory of modernization (Everett M. Rogers). The results show that traders implement active, passive, and creative strategies to survive amidst declining income. Economic resilience is evident in adaptive financial management and additional businesses. The impacts of these adaptive strategies include increased income stability, ease of consumer access, and increased regional income. In conclusion, traders at the Tumpah Prapatan Panjalin Market have successfully implemented adaptation strategies that have increased the community's economic resilience.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=OWJS-TAAAAAJ SINTA ID DOSEN PEMBIMBING Siti Komariah: 5976333 Puspita Wulandari: 6778395
Uncontrolled Keywords:	Ketahanan ekonomi, Pasar tradisonal, Pedagang, Strategi adaptasi Economic resilience, Traditional market, Traders, Adaptation strategy
Subjects:	H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Sosiologi
Depositing User:	Elfa Rizqia Zulfah Nur
Date Deposited:	16 Sep 2025 06:03
Last Modified:	16 Sep 2025 06:03
URI:	http://repository.upi.edu/id/eprint/139491

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