Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis strategi bertahan pedagang
konvensional di Pasar Aceh dalam menghadapi tantangan perkembangan ecommerce serta mengidentifikasi dampak yang ditimbulkan terhadap aktivitas
usaha mereka. Penelitian dilakukan dengan pendekatan kualitatif deskriptif melalui
observasi, wawancara, dan dokumentasi untuk memperoleh data mengenai kondisi
pedagang. Hasil penelitian menunjukkan bahwa pedagang konvensional di Pasar
Aceh mengalami penurunan jumlah pembeli dari tahun ke tahun, bahkan banyak
unit usaha yang tutup akibat berkurangnya minat masyarakat berbelanja secara
langsung di pasar. Kehadiran e-commerce berdampak signifikan, terutama dalam
menurunkan volume penjualan, meningkatkan beban biaya sewa kio-s, dan
melemahkan daya saing pedagang konvensional. Meski demikian, pedagang
mampu bertahan dengan memanfaatkan modal sosial, meliputi kepercayaan,
norma, dan jaringan sosial. Kepercayaan dibangun melalui kualitas pelayanan dan
hubungan dengan pelanggan, norma diwujudkan dalam bentuk etika persaingan dan
solidaritas antar pedagang, sementara jaringan sosial terbentuk melalui relasi
dengan sesama pedagang, pemasok, dan pelanggan tetap. Penelitian ini
menyimpulkan bahwa meskipun e-commerce memberi tekanan besar terhadap
pedagang konvensional, modal sosial menjadi strategi penting untuk
mempertahankan eksistensi mereka. Temuan ini diharapkan dapat menjadi bahan
pertimbangan bagi pedagang, pengelola pasar, maupun pemerintah dalam
merumuskan strategi penguatan sektor perdagangan tradisional di era digital.
Kata Kunci: Pedagang Konvensional, E-Commerce, Strategi, Modal Sosial.

This study aims to analyze the survival strategies of conventional traders in Pasar Aceh in facing the challenges of e-commerce development and to identify its impacts on their business activities. The research employed a descriptive qualitative approach through observation, interviews, and documentation to collect data regarding the traders’ conditions. The findings reveal that conventional traders in Pasar Aceh have experienced a continuous decline in the number of customers over the years, with many business units closing due to the decreasing interest of people in shopping directly at the market. The presence of e-commerce has had significant impacts, particularly in reducing sales volume, increasing the burden of kiosk rental costs, and weakening the competitiveness of conventional traders. Nevertheless, traders manage to survive by utilizing social capital, which includes trust, norms, and social networks. Trust is built through service quality and honest relationships with customers; norms are reflected in ethical competition and solidarity among traders; while social networks are formed through relationships with fellow traders, suppliers, and loyal customers. This study concludes that although e-commerce exerts considerable pressure on conventional traders, social capital plays a crucial role in sustaining their existence. These findings are expected to serve as a reference for traders, market managers, and the government in formulating strategies to strengthen the traditional trade sector in the digital era. Keywords: Conventional Traders, E-Commerce, Strategy, Social Capital.