STRATEGI PENGELOLAAN PASAR TRADISIONAL SEBAGAI UPAYA PENINGKATAN PENDAPATAN PEDANGANG PADA (PASAR SAYUR) KECAMATAN SAMBAS

Abstract

The development of the economy in Indonesia is marked, among other things, by the widespread growth of trade centers. These trade centers take the form of traditional markets and modern markets. The most striking difference between traditional and modern markets lies in their infrastructure, which ultimately affects the level of service dependency and consumer satisfaction. The Regional Government of Sambas Regency has implemented a special program for the development of traditional markets in each sub-district as centers of economic activity. The objective of developing traditional markets is to provide land, construct, and utilize markets in every sub-district as economic hubs. One example is the vegetable market located in the Sambas Sub-district, which serves as a place for selling both primary and secondary necessities.The approach used in this study is a qualitative research approach, which is a problem-solving procedure by describing conditions based on observable facts as they are. The research approach refers to descriptive research, by portraying the current condition of the research object based on the facts obtained. The sampling technique employed in this study is a comprehensive method using Probability Sampling, which provides equal opportunities for each element (member) of the population to be selected as a sample member. Data collection techniques used in this study include observation, interviews, and documentation. The data obtained from interviews regarding MSMEs were analyzed and subsequently used to formulate marketing strategies by developing the marketing mix. The strategy carried out by the Office of Cooperatives, MSMEs, Industry, and Trade in planning and increasing income includes market arrangement, covering planning, implementation, and supervision. The SWOT analysis method was used in the analytical process to derive several expected conclusions, which then led to the identification of key findings from the SWOT analysis