Pemanfaatan Modal Sosial oleh Pedagang Pasar Tradisional dalam Mempertahankan dan Memajukan Usaha (Studi di Pasar Gambir, Kecamatan Percut Sei Tuan, Kabupaten Deli Serdang)

Abstract

Traditional markets play a crucial role in the community's economy, primarily as distribution centers for essential goods and as social interaction spaces between traders and buyers. However, their existence is increasingly threatened by competition from modern markets and e-commerce. In this situation, social capital becomes a strategic factor that can help traders sustain and grow their businesses. This study aims to analyze the utilization of social capital by traders at Pasar Gambir, Percut Sei Tuan District, Deli Serdang Regency, focusing on three main elements: trust, norms and values, and social networking. The study employs a qualitative approach with a case study method. Data was collected through in-depth interviews, direct observations, and documentation. The data analysis technique was conducted using a descriptive-interpretative approach to understand the interaction patterns and strategies traders use to leverage their social capital. The results indicate that trust is a key element in maintaining customer loyalty. Traders who uphold product quality, apply transparent pricing, and ensure accurate measurements gain the trust of buyers, leading to increased sales. Additionally, social values and norms such as honesty, friendliness, and solidarity among traders play a significant role in fostering harmonious relationships. The norm of mutual cooperation also enables traders to assist one another, both in terms of capital and business information. A strong social network, both among traders and with suppliers, provides advantages in securing stock at more competitive prices and reaching a broader customer base. However, the study also identifies several challenges, including changing consumer preferences, price competition with modern markets, and market infrastructure limitations that may hinder the optimization of social capital. This study emphasizes that social capital is a valuable asset for traders in sustaining and expanding their businesses. Therefore, support from the government and trader associations is needed to strengthen social capital through policies that promote the sustainability of traditional markets. Keywords: social capital, trust, norms, social networks, traditional market.