| dc.description.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. | en_US |
