ANALISIS STRATEGI BERTAHAN PEDAGANG PASAR TRADISIONAL DALAM MENGGUNAKAN E-COMMERCE DAN DIGITAL MARKETING (Studi Pada Pedagang Pakaian di Pasar Tradisional Lampung Selatan)

WINDA, AYU SURATIH (2026) ANALISIS STRATEGI BERTAHAN PEDAGANG PASAR TRADISIONAL DALAM MENGGUNAKAN E-COMMERCE DAN DIGITAL MARKETING (Studi Pada Pedagang Pakaian di Pasar Tradisional Lampung Selatan). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan teknologi digital dan pesatnya pertumbuhan ecommerce telah mengubah pola konsumsi masyarakat serta meningkatkan persaingan usaha, termasuk bagi pedagang pasar tradisional. Kondisi ini menuntut pedagang untuk beradaptasi agar mampu mempertahankan keberlangsungan usahanya di tengah dominasi pasar modern dan platform digital. Penelitian ini bertujuan untuk menganalisis strategi bertahan pedagang pakaian di Pasar Tradisional Lampung Selatan dalam memanfaatkan e-commerce dan digital marketing, serta mengidentifikasi tantangan yang dihadapi. Penelitian menggunakan pendekatan kualitatif dengan sumber data primer berupa observasi dan wawancara mendalam terhadap 18 pedagang pakaian, serta data sekunder dari dokumentasi dan literatur terkait. Analisis data dilakukan menggunakan aplikasi NVivo 12 Pro. Hasil penelitian menunjukkan bahwa pemanfaatan platform digital berperan penting dalam mempertahankan pelanggan, memperluas jangkauan pasar, meningkatkan efisiensi usaha, serta mendukung keberlanjutan operasional pedagang. Namun, penerapan digital marketing masih menghadapi kendala seperti rendahnya literasi digital, faktor usia, keterbatasan perangkat teknologi, dan ketidakstabilan jaringan internet. Oleh karena itu, integrasi penjualan offline dan online menjadi strategi bertahan yang paling relevan bagi pedagang pasar tradisional di era digital. ABSTRACT The rapid development of digital technology and the growth of e-commerce have significantly transformed consumer behavior and intensified business competition, including for traditional market traders. This condition requires traders to adapt in order to sustain their business amid the dominance of modern markets and digital platforms. This study aims to analyze the survival strategies of clothing traders in the South Lampung Traditional Market through the utilization of e-commerce and digital marketing, as well as to identify the challenges they face. The study employs a qualitative approach, using primary data obtained from observations and in-depth interviews with 18 clothing traders, supported by secondary data from documentation and relevant literature. Data analysis was conducted using NVivo 12 Pro. The findings indicate that the use of digital platforms plays an important role in maintaining customers, expanding market reach, improving business efficiency, and supporting operational sustainability. However, the implementation of digital marketing still faces obstacles such as low digital literacy, age factors, limited technological devices, and unstable internet connectivity. Therefore, integrating offline sales with online platforms is the most relevant survival strategy for traditional market traders in the digital era.

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