Electronic Theses and Dissertation

ABSTRAK
Munculnya ritel modern seperti Indomaret ke wilayah pedesaan menimbulkan
tantangan serius bagi keberlangsungan usaha pedagang konvensional di Gampong
Jurong Peujera, Kecamatan Ingin Jaya, Kabupaten Aceh Besar. Perubahan pola
konsumsi akibat kehadiran Indomaret berdampak pada menurunnya pendapatan
dan kesetiaan pelanggan di warung kelontong. Penelitian ini bertujuan untuk
menganalisis strategi pedagang konvensional dalam mempertahankan usahanya
dengan mengoptimalkan modal sosial yang dimiliki. Teori yang digunakan adalah
teori modal sosial dari James Coleman, yang menekankan pada tiga unsur utama:
kepercayaan, norma sosial, dan jaringan sosial. Penelitian ini menggunakan metode
kualitatif dengan pendekatan studi kasus. Adapun data dikumpulkan melalui
wawancara mendalam, observasi lapangan, dan dokumentasi. Hasil penelitian
menunjukkan bahwa pedagang membangun dan mempertahankan kepercayaan
melalui interaksi yang ramah, jujur dalam transaksi, dan kemudahan dalam
pembayaran. Norma sosial seperti solidaritas dan saling menghargai memperkuat
hubungan sosial antara pedagang dan pelanggan. Jaringan sosial juga berperan
penting dalam memperluas informasi, menjaga loyalitas pembeli, serta mendorong
kerja sama antarpedagang. Kerjasama antarpedagang disini berupa saling
merekomendasikan toko lain saat barang tidak tersedia. Namun, tantangan tetap
muncul, terutama dari perubahan perilaku belanja pembeli yang lebih tertarik pada
ritel modern. Kondisi ini membuktikan bahwa strategi bertahan pedagang
konvensional tidak hanya bergantung pada kekuatan modal sosial, tetapi juga
memerlukan adaptasi terhadap teknologi dan inovasi pemasaran agar tetap mampu
bertahan dalam dinamika ekonomi lokal yang terus berkembang.
Kata Kunci: Modal Sosial, Pedagang, Indomaret, Pedesaan, Gampong Jurong
Peujera

ABSTRACT The emergence of modern retailers such as Indomaret in rural areas has created serious challenges for the sustainability of conventional traders' businesses in Gampong Jurong Peujera, Ingin Jaya District, Aceh Besar Regency. Changes in consumption patterns due to the presence of Indomaret have resulted in decreased income and customer loyalty at grocery stores. This study aims to analyze the strategies of conventional traders in maintaining their businesses by optimizing their social capital. The theory used is James Coleman's social capital theory, which emphasizes three main elements: trust, social norms, and social networks. This study employed a qualitative method with a case study approach. Data were collected through in-depth interviews, field observations, and documentation. The results show that traders build and maintain trust through friendly interactions, honest transactions, and ease of payment. Social norms such as solidarity and mutual respect strengthen social relationships between traders and customers. Social networks also play an important role in expanding information, maintaining buyer loyalty, and encouraging cooperation between traders. Cooperation between traders here takes the form of recommending other stores when items are out of stock. However, challenges still arise, especially from changes in shopping behavior of buyers who are more interested in modern retail. This condition proves that conventional traders' survival strategies do not only depend on the strength of social capital, but also require adaptation to technology and marketing innovation to remain able to survive in the ever-evolving dynamics of the local economy. Keywords: Social Capital, Traders, Indomaret, Rural Areas, Gampong Jurong Peujera