STRATEGI ADAPTASI PEDAGANG TRADISIONAL SAAT PANDEMI COVID-19

Abstract

This 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.