TRADITIONAL MARKET STRATEGIES IN THE COUNTRYSIDE IN MODERN MARKET COMPETITION (CASE STUDY OF ROKAN HULU REGENCY)

Darus Darus, Ilma Santriana Dewi, Muhammad Haris Fadhillah

Abstract


This study aims to determine the strategy of developing traditional markets in modern market competition in Rokan Hulu Regency based on internal factors which are strengths and weaknesses and external factors which are opportunities and threats. The research was carried out using the observation method where research data were analyzed using the IFE Matrix, EFE Matrix, IE Matrix, and SWOT Matrix. The results of the research that the IFE matrix value is 2.97 means that traditional markets have a strong internal position and are able to take advantage of their strengths in overcoming existing weaknesses. The EFE matrix value of 3.08 means that traditional markets have a relatively strong ability to take advantage of opportunities to overcome threats. The position of the Rokan Hulu Traditional Market based on the IE matrix is in Quadrant II, which means that the strategy needed by traditional markets in facing modern market competition in Rokan Hulu Regency is currently a growth and development strategy. The development of traditional market strategies in modern market competition in Rokan Hulu Regency obtained based on the SWOT matrix is to improve market functions in the community through socialization and partnership programs, improve traditional market management, improve infrastructure facilities, positive image and capability of each element directly involved in operational market through socialization and counseling.


Keywords


Traditional Market, Competition, Strategy, SWOT

Full Text:

PDF

References


Badan Pusat Statistik. 2021. Produk Domestik Bruto. Jakarta

Badan Pusat Statistik. 2021. Tenagakerja. Jakarta

BPS Kabupaten Rokan Hulu. 2020. Kabupaten Rokan Hulu dalam Angka 2020. Riau

Ferliana, Veka. 2018. Analisis Pengaruh Revitalisasi Pasar Tradisional Terhadap Pendapatan Pedagang Pasar Dalam Prespektif Ekonomi Islam. Skripsi Program Studi Syari’ah Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Raden Intan Lampung.

Effendi, Nursyirwan. 2017. Studi Budaya Pasar Tradisional dan Perubahan Gaya Hidup Masyarakat Pedesaan: Kasus Pasa Nagari dan Masyarakat Nagari di Propinsi Sumatra Barat. Jurnal ANTROPOLOGI Desember 2016 Vol. 18 (2) Halaman 105-120 ISSN 1410-8356. Padang: Fakultas Ilmu Sosial dan Politik Universitas Andalas.

Putri Lestari, Resti. 2019. Strategi Pengembangan Pasar Tradisional Dalam Meningkatkan Kepuasan Pedagang (Studi Kasus Pasar Baru Stabat). Skripsi Jurusan Ekonomi Islam Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sumatera Utara Medan.

Rochayatun, et al 2018. Strategi Pengembangan Pasar Daerah Berbasis Komoditas Ungulan. Jurnal Ekonomi Akutansi dan Manajemen Vol 17 No 1 April 2018 ISSN 1412-5366 Halaman 35 – 47.

Rosni, dkk. 2016. Analisis Kondisi Sarana dan Prasarana Pasar Tradisional Kampung Lalang di Kecamatan Medan Sunggal Kota Medan Sunggal Kota Medan. Jurnal Geografi Vol 8 No 2 ISSN 2058-8167 Halaman 113-123

Subdirektorat Statistik Perdagangan Dalam Negeri. 2020. Data Direktori Pasar dan Pusat Perdagangan Tahun 2020 Buku I: Pulau Sumatera, Kalimantan, Sulawesi, dan Papua.. BPS RI

Sultan, Andi. 2018. Revitalisasi Pasar Tradisional Sebagai Upaya Meningkatkan Kualitas Hidup Masyarakat di Kecamatan Pasimarannu Kabupaten Kepulauan Selayar Provinsi Sulawesi Selatan. Skripsi Jurusan Ilmu Ekonomi Studi Pembangunan Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Makasar.

Wibowo, B Junianto. 2009. Strategi Pemasaran Pedagang Mikro Pasar Tradisional dalam Mengantisipasi Persaingan dengan Pasar Modern (Studi Kasus pada Sejumlah Pedagang Mikro di Pasar Bulu dan Pasar Peterongan). Jurnal SOLUSI Vol. 8 No. 3 juli 2009 Halaman 69- 74 ISSN 1412-5331. Semarang: Fakultas Ekonomi Universitas Semarang.


Refbacks

  • There are currently no refbacks.