Kondisi Sosial Ekonomi Pedagang Pakaian Konvensional sebagai Imbas dari Persaingan Jual Beli Online Shop (Studi Kasus pada Pedagang Pakaian Konvensional di Pasar Pancur Batu)

Abstract

The increasingly intense competition in online shop trading has significantly impacted the socio-economic conditions of conventional clothing traders in traditional markets, such as Pasar Pancur Batu. This study aims to identify and analyze the effects of online shop trading competition on conventional clothing traders in that market. The research method employed is qualitative with a case study approach. Data were collected through in-depth interviews with conventional clothing traders and direct field observations. The findings indicate that competition from online shops has significantly altered the sales patterns, income, and marketing strategies of conventional clothing traders. Traders have experienced income declines and face challenges in maintaining consumer appeal as more consumers shift to online shopping. Additionally, the social aspect has been affected by changes in interaction between traders and consumers in traditional markets. This study contributes to a deeper understanding of the local economic transformation resulting from the penetration of e-commerce into traditional markets. The implications of these findings are expected to serve as a foundation for developing policies that support the adaptation of conventional clothing traders in facing global competition in the digital era.