Menavigasi Pasar Tradisional: Praktik Pemasaran Pedagang Wanita di Pasar Sentral Makassar
Keywords:
Pasar Tradisional, Pedagang Wanita, Pemasaran Relasional, Modal Sosial, Adaptasi DigitalAbstract
Penelitian ini mengkaji secara mendalam praktik pemasaran pedagang wanita di Pasar Sentral Makassar melalui pendekatan kualitatif etnografi mini, dengan fokus pada dinamika relasional, adaptasi operasional, dan integrasi nilai-nilai kultural dalam aktivitas ekonomi sehari-hari. Temuan menunjukkan bahwa pemasaran relasional menjadi modal inti yang menopang loyalitas pelanggan dan kepercayaan komunitas, sementara fleksibilitas operasional memungkinkan pedagang merespons fluktuasi pasar secara efektif. Nilai-nilai kultural dan spiritual turut memperkuat legitimasi moral, sehingga menciptakan fondasi reputasi yang kokoh. Ketiga dimensi ini secara kolektif menjelaskan ketahanan pasar tradisional dalam menghadapi tekanan digitalisasi, ekspansi ritel modern, dan tantangan struktural lainnya. Studi ini juga menawarkan implikasi kebijakan terkait pemberdayaan gender, penguatan modal sosial, dan integrasi digital yang inklusif, serta menekankan perlunya riset lanjutan untuk memahami dinamika jangka panjang keberlanjutan pasar tradisional di era transformasi digital.
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