STRATEGI PEDAGANG PASAR TRADISIONAL DALAM MENARIK PERHATIAN KONSUMEN KABUPATEN BULUKUMBA

Azwar Anas; Syamun

Azwar Anas UIN Alauddin Makassar
(ID)
Syamun UIN Alauddin Makassar
(ID)

Abstract

The main problem of this research is the Influence of Trader's Strategy in Attracting Consumers' Attention in Balangriri Traditional Market. This study aims to determine. 1). How are the strategic actors in attracting the attention of consumers in the Balangriri Traditional market, Bonto Minasa Village, Bulukumba Regency? 2). What are the obstacles for traders in serving consumers at the Balangriri Traditional Market, Bonto Minasa Village, Bulukumba Regency?

The type of research used is quantitative research using a marketing strategy management approach. The types of data sources used are primary data and secondary data. Furthermore, the data collection methods used were observation, interviews and documentation. The analysis is carried out by analyzing the data specifically and then drawing general conclusions.

The results of this study explain the Influence of Traders' Strategies in Attracting Consumers' Attention in Balangriri Traditional Markets. 1) The merchant strategy used, namely the product strategy, price, promotion, and atmosphere of the store/place layout. In terms of marketing in Islam, traders have applied the concept of trading in Islam. However, there are still some traders who have not implemented this. 2) Barriers to traders in serving consumers in the Balangriri Traditional market. Consisting of decreased income, the amount of garbage scattered, lack of capital, consumer behavior, behavior of perpetrators and the Covid-19 Virus.

The implications of this research are 1) It is hoped that traders can apply trading methods in Islam, so that in the trading process there is no cheating in it. Because this can fade the values of trade in Islam. 2) It is hoped that the government/market manager, traders and market visitors also need to have awareness in disposing of waste carelessly, especially for traders to provide trash cans in their respective kiosks. The government/market manager is very important which is also expected to be able to provide assistance in the implementation of activities related to environmental hygiene. With sufficient support to make traders and market visitors aware that cleanliness is very important for all of us.