Pengaruh Media Toko Online terhadap Perkembangan Pedagang Barang Bekas (Studi Kasus di Pajak Melati Medan)

Abstract

This study aims to analyze the influence of online store media on the development of secondhand merchants at Pajak Melati, Medan. The rapid advancement of digital technology has significantly transformed consumer behavior, with a growing preference for online shopping through e-commerce platforms and social media. This shift poses new challenges for traditional merchants, including secondhand traders, who must adapt to remain competitive. Using a qualitative case study approach, data were collected through interviews, observation, and documentation involving secondhand merchants. The findings reveal that online stores have a substantial impact on both customer volume and merchant income, while also offering new opportunities for those who can utilize digital platforms to expand their market reach. Adaptive strategies such as online promotion and digital sales are essential for maintaining business sustainability. These findings are supported by William F. Ogburn’s theory of social change, which highlights the concept of “cultural lag”—the gap between rapid technological development and the slower adaptation of socio-cultural structures. This research contributes to a deeper understanding of the dynamics of traditional markets in the digital era and provides insights for traders, policymakers, and academics.