STRATEGI ADAPTASI PEDAGANG TRADISIONAL SAAT PANDEMI COVID-19
Abstract
AbstractThis study aims to determine the adaptation strategies used by traditional traders in Thamrin City in utilizing E-Commerce when the Covid-19 pandemic uses the Adaptation Strategy theory approach by Edi Suharto. The methodology used is the qualitative approach with case study methods, data collection techniques by observation, interview, documentation, and field notes. The method used in data analysis is data reduction, data presentation, and conclusions or verification. This research was conducted on traders who made use of E-Commerce during the Covid-19 pandemic to make ends meet. The results of this study conclude that there are three adaptation strategies used by traders affected by the Covid-19 pandemic, including optimizing all available resources to increase income, minimize expenses, and utilize social network relationships. In addition, the results of the study concluded that social changes such as patterns of behavior in trading the Minangkabau traditional traders, because the support of modernization caused them to take advantage of E-Commerce when trading. The change occurred because the traders no longer get income just by relying on offline sales during the Covid-19 pandemic. So that the presence of E-Commerce becomes an opportunity for some traders to fulfill their daily needs.
Keywords: Traders, Minangkabau, E-Commerce, Adaptation Strategies
Abstrak
Penelitian ini bertujuan untuk mengetahui strategi adaptasi yang digunakan oleh pedagang tradisional di Thamrin City dalam memanfaatkan E-Commerce saat pandemi Covid-19 dengan menggunakan pendekatan teori Strategi Adaptasi oleh Edi Suharto. Metode yang digunakan yaitu pendekatan kualitatif dengan metode studi kasus, teknik pengumpulan data dilakukan dengan wawancara, dokumentasi, dan catatan lapangan. Metode yang digunakan dalam analisis data adalah reduksi data, penyajian data, dan penarikan kesimpulan atau verifikasi. Penelitian ini dilakukan pada pedagang yang memanfaatkan E-Commerce di saat pandemi Covid-19 demi memenuhi kebutuhan hidup. Hasil penelitian ini menyimpulkan bahwa ada tiga strategi adaptasi yang digunakan oleh para pedagang yang terkena dampak pandemi Covid-19 diantaranya dengan mengoptimalkan segala sumber daya yang dimiliki untuk menambah penghasilan, meminimalisir pengeluaran, serta memanfaatkan hubungan jaringan sosial. Selain itu, hasil penelitian menyimpulkan bahwa terjadi perubahan sosial seperti pola perilaku dalam berdagang para pedagang tradisional suku Minangkabau, karena dukungan modernisasi menyebabkan mereka memanfaatkan E-Commerce saat berdagang. Perubahan tersebut terjadi karena para pedagang tidak lagi mendapatkan pemasukan hanya dengan mengandalkan penjualan secara offline di saat pandemi Covid-19. Sehingga kehadiran E-Commerce menjadi sebuah peluang bagi sebagian pedagang dalam memenuhi kebutuhan hidup.
Kata Kunci: Pedagang, Suku Minangkabau, E-Commerce, Strategi Adaptasi.
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