| dc.description.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. | en_US |
