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Abstract
The growth of e-commerce has created significant challenges for traditional traders at Panorama Market, Bengkulu City. Many traders face difficulties competing with online platforms that offer lower prices and easier access. This study aims to analyze the adaptation strategies adopted by traditional traders to address these changes and sustain their businesses. A qualitative approach is used in this research, with data collection techniques that include observation, interviews, and documentation. The findings show that although some traders struggle with technology, others have successfully adapted to e-commerce disruption by using social media and e-commerce platforms such as Facebook, TikTok, Shopee, and Tokopedia to expand their market reach. Additionally, word-of-mouth promotion within local communities, like trader and market associations, has proven effective for promoting products and maintaining customer loyalty. Based on Manuel Castells' information economy theory, combining social media and e-commerce platforms with offline interactions strengthens traders' social ties and enhances their competitiveness. Thus, traditional traders at Panorama Market have the potential to adapt, leverage technology, and compete in the digital era.
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References
Afrizal. 2016. Metode Penelitian Kualitatif. Bandung: Rajawali Pers.
Ahmad Farid et al. 2024. “Dinamika Pesantren Modern Dalam Era Digital : Analisis Pengaruh Media Sosial.” Jurnal Ilmiah Penelitian Mahasiswa 2(4):282–91. doi: 10.61722/jipm.v2i4.282.
Andini, Puja, Ahmad Soleh, Yudi Irawan, Aji Sudarsono, and Dodi Ertanto. 2024. “Strategi Pemasaran Digital Dalam Meningkatkan Penjualan Pada Thrifting Panorama Kota Bengkulu.” Jurnal Dehasen Untuk Negeri 3(2):183–86. doi: 10.37676/jdun.v3i2.6273.
Ayu, Sandra, and Ahmad Lahmi. 2020. “Peran E-Commerce Terhadap Perekonomian Indonesia Selama Pandemi Covid-19.” Jurnal Kajian Manajemen Bisnis 9(2):114. doi: 10.24036/jkmb.10994100.
Darwis. 2022. “Menciptakan Model Pasar Tradisional Sehat Di Bengkulu Ditinjau Dari Persepsi Pedagang Pembeli Dan Pengelola Pasar.” Keperawatan Dan Kesehatan 10:351–52. doi: 10.20527/dk.v10i3.90.
M. Hanif et al. 2024. “Penurunan Pendapatan Pedagang Pasar Pondok Labu, Dampak Munculnya Marketplace.” Jurnal Ilmiah Wahana Pendidikan 10:1–17. doi: 10.5281/zenodo.12541384.
Manie et al. 2023. “Dampak Adanya E – Commerce Terhadap Penurunan Harga Di Pasar Tradisional Pada Pasar Tanjung Kecamatan Kaliwates Kabupaten Jember.” Jurnal Politik, Sosial, Hukum Dan Humaniora 1(4). doi: 10.59059/mandub.v1i4.674.
Nasution, Eri Yanti, Prawidya Hariani, Lailan Safina Hasibuan, and Wita Pradita. 2020. “Perkembangan Transaksi Bisnis E-Commerce Terhadap Pertumbuhan Ekonomi Di Indonesia.” Jurnal Ekonomi & Ekonomi Syariah 3(2):506–19. doi: 10.36778/jesya.v3i2.227.
Orinaldi, Mohammad. 2020. “Peran E-Commerce Dalam Meningkatkan Resiliensi Bisnis Diera Pandemi.” ILTIZAM Journal of Shariah Economics Research 4(2):36. doi: 10.30631/iltizam.v4i2.594.
Rony Zulfirman. 2022. “Implementasi Metode Outdoor Learning Dalam Peningkatan Hasil Belajar Siswa Pada Mata Pelajaran Agama Islam Di MAN 1 Medan.” Jurnal
Penelitian, Pendidikan Dan Pengajaran: JPPP 3(2):147–53. doi: 10.30596/jppp.v3i2.11758.
Sugiyono. 2019. Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung: Alfabeta.
Syarif, M. Ikhwan, Misbah Hannum, Sri Wahyuni, and Nurbaiti. 2023. “Potensi Perkembangan E-Commerce Dalam Menunjang Bisnis Di Indonesia.” Journal of Computers and Digital Business 2(1):11–14. doi: 10.56427/jcbd.v2i1.30.