THE STRATEGI PENGEMBANGAN GUNA MENINGKATKAN DAYA SAING PEDAGANG PASAR TRADISIONAL MERAPI SEPUTIH MATARAM KABUPATEN LAMPUNG TENGAH

Abstrak

Abstrak

 Pasar tradisional Merapi Seputih Mataram merupakan salah satu pusat ekonomi lokal di Kabupaten Lampung Tengah yang memiliki peran penting dalam menyediakan kebutuhan pokok masyarakat sekitar. Namun, dalam beberapa tahun terakhir, pasar tradisional ini mengalami tantangan dalam mempertahankan daya saingnya di tengah persaingan pasar modern dan kemajuan teknologi yang semakin ketat. Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis strategi pengembangan yang dapat meningkatkan daya saing pedagang pasar tradisional Merapi Seputih Mataram. Metode penelitian yang digunakan adalah metode kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, kuisioner dan studi dokumentasi.

Hasil penelitian menunjukkan bahwa terdapat beberapa faktor yang mempengaruhi daya saing pedagang pasar tradisional Merapi, antara lain infrastruktur pasar yang kurang memadai seperti talang yang berlubang, kurangnya promosi pasar, perubahan pola konsumsi masyarakat, kemajuan teknologi dan persaingan dengan pasar modern. Berdasarkan hasil analisis, beberapa strategi pengembangan direkomendasikan, seperti peningkatan infrastruktur pasar, pelatihan dan pendampingan bagi pedagang untuk meningkatkan kualitas produk dan pelayanan, penerapan strategi promosi yang efektif, serta kerjasama antara pedagang untuk memperkuat posisi pasar tradisional dalam memenuhi kebutuhan konsumen lokal.

Implementasi strategi pengembangan tersebut diharapkan dapat meningkatkan daya saing pedagang pasar tradisional Merapi Seputih Mataram, sehingga pasar tradisional ini dapat tetap relevan dan berkontribusi secara signifikan terhadap perekonomian lokal dan kesejahteraan masyarakat sekitar.

ABSTRACT

The Merapi Seputih Mataram traditional market is one of the local economic centers in Central Lampung Regency which has an important role in providing the basic needs of the surrounding community. However, in recent years, this traditional market has experienced challenges in maintaining its competitiveness amidst increasingly stringent modern market competition and technological advances. This research aims to identify and analyze development strategies that can increase the competitiveness of traditional market traders in Merapi Seputih Mataram. The research method used is a qualitative method with data collection techniques through observation, interviews, questionnaires and documentation studies.

The research results show that there are several factors that influence the competitiveness of Merapi traditional market traders, including inadequate market infrastructure such as hollow gutters, lack of market promotion, changes in people's consumption patterns, technological advances and competition with modern markets. Based on the results of the analysis, several development strategies are recommended, such as improving market infrastructure, training and assistance for traders to improve product and service quality, implementing effective promotional strategies, as well as cooperation between traders to strengthen the position of traditional markets in meeting the needs of local consumers.

The implementation of this development strategy is expected to increase the competitiveness of traditional market traders in Merapi Seputih Mataram, so that this traditional market can remain relevant and contribute significantly to the local economy and the welfare of the surrounding community.