Electronic Theses and Dissertation

Alfamart sebagai jaringan minimarket terbesar di Indonesia dengan lebih dari 17.000 gerai telah merambah hingga ke pelosok kecamatan, termasuk Gampong Meunasah Blang, Kecamatan Indra Jaya, Kabupaten Pidie sejak tahun 2022. Kehadirannya menciptakan persaingan tidak seimbang, akan tetapi pedagang konvensional di wilayah ini tetap bertahan dengan memanfaatkan kekuatan modal sosial yang berakar pada nilai-nilai lokal masyarakat Aceh. Penelitian ini bertujuan menganalisis strategi pedagang konvensional dalam mempertahankan eksistensi mereka di tengah persaingan pasar modern seperti Alfamart yang semakin ketat dengan menggunakan perspektif teori modal sosial Robert D putnam. Penelitian ini menggunakan pendekatan kualitatif deskriptif analisis dengan teknik pengumpulan data melalui observasi, wawancara mendalam, dan studi literatur. Informan dipilih menggunakan teknik purposive sampling yang melibatkan pedagang konvensional, aparat gampong, dan konsumen di Gampong Meunasah Blang. Hasil penelitian menunjukkan bahwa pedagang konvensional mengembangkan tiga strategi adaptasi berbasis modal sosial. Pertama, membangun kepercayaan melalui pelayanan personal, jaminan kualitas barang, dan sistem utang informal yang mempererat ikatan emosional dengan pelanggan. Kedua, memanfaatkan jaringan sosial antar pedagang untuk berbagi informasi harga dan stok barang, serta memperkuat kemitraan dengan pemasok melalui tradisi maulid. Ketiga, menerapkan norma timbal balik berupa perilaku saling membantu antar pedagang yang mencerminkan solidaritas komunal, serta menjaga keselarasan harga antar pedagang agar tidak merusak mata pencaharian bersama. Ketiga strategi ini menegaskan bahwa modal sosial berbasis nilai lokal dan tradisi budaya Aceh merupakan benteng ketahanan yang efektif bagi pedagang konvensional di tengah tekanan kapitalisme ritel modern.
Kata Kunci: Strategi Adaptasi, Pedagang Konvensional, Alfamart, Modal Sosial

Alfamart, Indonesia's largest minimarket chain with over 17,000 outlets, has expanded into remote sub-districts, including Meunasah Blang Village, Indra Jaya District, Pidie Regency, since 2022. Its presence creates unbalanced competition, but conventional traders in this region persist by leveraging the power of social capital, which is diminished by the local values of the Acehnese people. This study aims to analyze the strategies of conventional traders in maintaining their existence amidst increasingly fierce competition in modern markets such as Alfamart, using Robert D. Putnam's social capital theory perspective. This study uses a qualitative descriptive approach with data collection analysis techniques through observation, in-depth interviews, and literature studies. Informants were selected using a purposive sampling technique involving conventional traders, village officials, and consumers in Meunasah Blang Village. The results show that conventional entrepreneurs develop three social capital-based adaptation strategies. First, building trust through personal service, guaranteeing product quality, and an informal debt system that strengthens emotional bonds with customers. Second, leverage social networks among traders to share pricing and inventory information, and strengthen partnerships with suppliers through the unique rotating Maulid tradition. Third, implement norms of reciprocity, such as mutual assistance behavior among traders, reflecting communal solidarity, and maintain price stability among traders to avoid harming shared livelihoods. This third strategy emphasizes that social capital based on local values and Acehnese cultural traditions is an effective bulwark of resilience for conventional traders amidst the pressures of modern retail capitalism. Keywords: Adaptation Strategy, Conventional Traders, Alfamart, Social Capital