| NIM | F1A022047 |
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| Namamhs | MOHAMAD ZAKI MUBAROK |
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| Judul Artikel | Sintesis Literatur Strategi Bertahan Pedagang Pakaian di Pasar Tradisional Pada Era Digital |
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| Abstrak (Bhs. Indonesia) | Penelitian ini mengkaji strategi bertahan pedagang pakaian di pasar tradisional Indonesia yang menghadapi tekanan digital e-commerce. Platform belanja daring seperti Shopee, Tokopedia, dan TikTok Shop menggeser preferensi konsumen dan menurunkan omset pedagang hingga 20-30%. Penelitian bertujuan menganalisis tren strategi bertahan pedagang serta memetakan kerangka teoretis sosiologi yang digunakan dalam penelitian terdahulu. Metode yang digunakan adalah kualitatif dengan pendekatan Systematic Literature Review (SLR) mengikuti protokol PRISMA, menganalisis 20 artikel ilmiah terakreditasi dari berbagai wilayah Indonesia (2020-2025) melalui analisis isi dan tematik. Hasil menunjukkan strategi bertahan pedagang terklasifikasi ke dalam tiga tipologi: Strategi Aktif (inovasi usaha dan diversifikasi produk), Strategi Pasif (efisiensi biaya dan pengurangan stok/karyawan), dan Strategi Jaringan (modal sosial). Ditemukan kesenjangan respons digital antara pedagang urban yang lebih adaptif teknokratis-digital dengan pedagang sub-urban dan rural yang bertumpu pada relasi personal. Empat teori dominan yang digunakan adalah Teori Adaptasi Bennett, Modal Sosial Bourdieu, Strategi Bersaing Porter, dan Strategi Bertahan Suharto. Penelitian merekomendasikan Teori Strukturasi Anthony Giddens untuk penelitian selanjutnya, serta regulasi pemerintah guna menciptakan ekosistem ekonomi digital yang lebih adil bagi pedagang lokal.
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| Abtrak (Bhs. Inggris) | This study examines the survival strategies of clothing vendors in traditional Indonesian markets facing pressure from digital e-commerce. Online shopping platforms such as Shopee, Tokopedia, and TikTok Shop are shifting consumer preferences and reducing vendors’ sales by as much as 20–30%. The study aims to analyze trends in vendors’ survival strategies and map the sociological theoretical frameworks used in previous research. A qualitative method was employed using a Systematic Literature Review (SLR) approach following the PRISMA protocol, analyzing 20 accredited scientific articles from various regions in Indonesia (2020–2025) through content and thematic analysis. The results show that merchants’ survival strategies are classified into three typologies: Active Strategies (business innovation and product diversification), Passive Strategies (cost efficiency and reduction of inventory/staff), and Network Strategies (social capital). A digital response gap was found between urban merchants, who are more technologically and digitally adaptive, and suburban and rural merchants, who rely on personal relationships. The four dominant theories used were Bennett’s Adaptation Theory, Bourdieu’s Social Capital Theory, Porter’s Competitive Strategy, and Suharto’s Survival Strategy. The study recommends Anthony Giddens’ Structuration Theory for future research, as well as government regulations to create a more equitable digital economic ecosystem for local merchants. |
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| Kata kunci | Strategi bertahan, Pedagang pakaian pasar tradisional, Systematic literature review, Sosiologi ekonomi |
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| Pembimbing 1 | Tri Wuryaningsih |
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| Pembimbing 2 | Masrukin |
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| Pembimbing 3 | |
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| Tahun | 2026 |
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| Jumlah Halaman | 19 |
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| Tgl. Entri | 2026-08-12 15:09:04.661689 |
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