Tantangan Dan Peluang Terhadap Keberlanjutan Pasar Tradisional Di Era E-Commerce Di Kecamatan Pagelaran
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Abstract
Pasar tradisional menghadapi tantangan besar di era e-commerce, terutama karena persaingan dengan platform digital yang menawarkan kemudahan, harga kompetitif, dan akses tanpa batas waktu dan lokasi. Penelitian ini bertujuan memetakan tantangan pasar tradisional secara kritis di tengah dominasi e-commerce, mengidentifikasi peluang adaptasi berbasis teknologi dan nilai lokal. Pendekatan yang digunakan dalam penelitian ini adalah kualitatif deskriptif, dengan data diperoleh melalui wawancara semi-terstruktur terhadap pedagang pasar tradisional yang telah berpengalaman serta telaah pustaka dari berbagai jurnal yang relevan. Penelitian ini menemukan bahwa pasar tradisional menghadapi tantangan utama berupa persaingan harga, perubahan perilaku konsumen, dan keterbatasan teknologi, namun juga memiliki peluang melalui digitalisasi, kolaborasi dengan e-commerce, serta penguatan nilai lokal. Penelitian ini bermanfaat untuk memberikan wawasan strategis dalam menjaga keberlanjutan pasar tradisional di tengah perkembangan e-commerce, membantu pedagang meningkatkan daya saing melalui pemanfaatan digitalisasi dan penguatan nilai lokal, serta menjadi acuan bagi pemerintah maupun pihak terkait dalam menetapkan kebijakan yang mendukung transformasi pasar tanpa menghilangkan identitas sosial-budayanya.
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