Strategi Perusahaan Umum Daerah (PUD) Dalam Meningkatkan Okupansi Pasar Tradisional Padang Bulan Medan Kecamatan Medan Baru

Abstract

This study was motivated by the declining occupancy rate of kiosks and stalls in the Padang Bulan Traditional Market in Medan, caused by increased competition from modern markets, changes in consumer behavior, and inadequate physical conditions and facilities in the market. As the managing agency, the Medan City Market Regional Public Company (PUD) has the responsibility to design and implement strategies to increase market occupancy. The purpose of this study is to determine and analyze the strategies implemented by PUD to increase the occupancy of traditional markets, as well as to identify the factors that support and hinder the implementation of these strategies. This study uses a qualitative approach with descriptive methods. Data was obtained through interviews with market managers, traders, and visitors, as well as through observation and field documentation. Data analysis was conducted using the SWOT (Strengths, Weaknesses, Opportunities, Threats) approach to identify the strengths, weaknesses, opportunities, and threats that influence PUD's strategy. The results of the study show that PUD has strengths in its strategic market location and affordable kiosk rental prices, but faces weaknesses such as limited facilities, lack of digital promotion, and low trader discipline. Available opportunities include government support for market revitalization and information technology development, while the main threats come from the rise of modern markets and online buying and selling media. Based on the analysis results, the strategies implemented by PUD Pasar Kota Medan include improving market facilities and cleanliness, implementing digital-based promotions, providing guidance to traders, and carrying out creative economic activities such as MSME bazaars. This research is expected to provide input for local governments and other traditional market managers in designing effective management strategies to maintain the sustainability and competitiveness of traditional markets amid modern economic developments.