strategi pedagang konvensional di era perkembangan online shop di pasar batu merah kota ambon provinsi maluku
Authors: Khadijah Siti , Pinoa Wiclif Sepnath , Tetelepta Edward Gland 
Published: September 2023

ABSTRAK
Strategi bertahan pedagang konvensional diperkembangan online shop dipasar batu merah kota ambon provinsi Maluku ialah perdagangan yang merupakan salah satu sektor dalam sistem perekonomian kita yang berperan menghubungkan sektor produksi dengan konsumsi. Di era kecanggihan ilmu teknologi maka hadir pula sistem perdagangan yang baru, yaitu online shop atau perdaganga elektronik. Tujuan penelitian ini untuk mengetahui stategi bertahan pedagang kovensional ditengah perkembangan online shop di pasar batu merah kota ambon provinsi Maluku. Tipe penelitian yang digunakan dalam penelitian ini adalah deskriptif dengan pendekatan kualitatif kemudian di analisa menggunakan analisis SWOT. Hasil Penelitian yaitu strategi bertahan pedagang konvensional di perkembangan online shop di pasar batu merah kota ambon provinsi Maluku sejauh mana modal sosial tersebut dapat digunakan oleh para pedagang konvensional sebagai strategi untuk mempertahankan usahanya yang sudah di lakukan sejak lama dan bisa bertahan dalam perkembangan pasar online yang merajalela pada saat ini. Sesuai kesimpulannya yaitu pedagang toko tradisional harus mempertahankan kelangsungan usahanya ditengah aktifitas masa modern diantaranya seperti: penataan ruang toko, menambah jenis barang dagangannya, mampu bertahan ditengah persaingan yang semakin ketat dengan ritel modern. Karena kehadiran online shop dengan konsep belanja yang menyediakan barang yang nyaman sesuai dengan permintaan pelanggang, bisa belanja dari rumah yang menyebabkan masyarakat cenderung meninggalkan toko tradisional.
Kata kunci : Pedagang Konvensional, Online Shop
ABSTRACT
The survival strategy of conventional traders in the development of online shops in the red stone market, Ambon city, Maluku province is trade which is one of the sectors in our economic system that plays a role in connecting the production sector with consumption. In the era of technological sophistication, there is also a new trading system, namely online shop or electronic trading. The presence of a new trading system has also changed people's shopping patterns. Today our society is a consumption society that is hungry for new goods and new ways of shopping. The purpose of this study is to determine the survival strategy of conventional traders amid the development of online shops in the red stone market, Ambon city, Maluku province. The type of research used in this study is descriptive with a qualitative approach then analyzed using SWOT analysis. The results of the study are the survival strategies of conventional traders in the development of online shops in the red stone market, Ambon city, Maluku province, the extent to which social capital can be used by conventional traders as a strategy to maintain their business that has been done for a long time and can survive in the development of the rampant online market at this time. According to his conclusion, traditional store traders must maintain business continuity in the midst of modern era activities such as: arrangement of store space, adding types of merchandise, being able to survive in the midst of increasingly fierce competition with modern retail. Because of the presence of online shops with shopping concepts that provide convenient goods according to customer demand, they can shop from home which causes people to tend to leave traditional stores.
Keywords: Conventional Merchant, Online Shop