Electronic Theses and Dissertation

ABSTRAK
Perkembangan toko online yang cepat telah mengubah cara masyarakat membeli
barang dan memberikan tantangan besar bagi pedagang tradisional, terutama di
Pasar Aceh. Penelitian ini bertujuan untuk mengevaluasi strategi yang digunakan
oleh pedagang konvensional untuk tetap bertahan menghadapi persaingan dari
platform belanja digital. Penelitian ini menggunakan metode kualitatif deskriptif
dengan pendekatan studi kasus, melalui wawancara mendalam, observasi, dan
kumpulan dokumen. Hasil penelitian menunjukkan bahwa pedagang tradisional
menghadapi berbagai masalah, seperti pengurangan jumlah pembeli, perubahan
cara belanja masyarakat, serta persaingan harga yang semakin ketat. Untuk
mengatasi hal ini, pedagang mengandalkan modal sosial yang mencakup
kepercayaan, norma sosial, dan jaringan sosial. Kepercayaan antara pedagang
dengan pelanggan maupun pemasok membantu memperkuat kesetiaan pelanggan.
Norma sosial di pasar berperan dalam menjaga hubungan baik serta keadilan antar
pedagang. Selain itu, jaringan sosial membantu mendapatkan informasi, dukungan,
serta peluang bisnis baru. Beberapa pedagang juga mulai beradaptasi dengan
memanfaatkan media sosial secara sederhana untuk memperluas lingkup pasar.
Hasil penelitian menegaskan bahwa modal sosial merupakan strategi penting yang
digunakan pedagang konvensional untuk tetap bertahan di tengah tuntutan
digitalisasi dalam perdagangan.
Kata Kunci: Strategi bertahan, Pedagang konvensional, Online shop, Modal
Sosial

ABSTRACT The rapid growth of online stores has transformed the way people purchase goods and has posed significant challenges for traditional traders, particularly those in Pasar Aceh. This study aims to evaluate the strategies employed by conventional traders to survive amidst competition from digital shopping platforms. Using a descriptive qualitative method with a case study approach, the research was conducted through in-depth interviews, observations, and document analysis. The results show that traditional traders face various issues, such as a decrease in the number of buyers, changes in consumer shopping behavior, and increasingly fierce price competition. To cope with these challenges, traders rely on social capital, which includes trust, social norms, and social networks. Trust between traders, customers, and suppliers helps strengthen customer loyalty. Social norms within the market play a role in maintaining good relationships and fairness among traders. Furthermore, social networks assist in obtaining information, support, and new business opportunities. Some traders have also begun to adapt by using social media in simple ways to expand their market reach. The findings confirm that social capital serves as a crucial strategy for conventional traders to survive amid the growing demands of digitalization in commerce. Keywords: Survival strategy, Conventional traders, Online shop, Social capital