ANALYSIS OF THE ADAPTATION STRATEGIES OF TRADITIONAL MARKET TRADERS IN FLAMBOYAN IN FACING COMPETITION FROM MODERN MARKETS IN PONTIANAK ANALYSIS OF THE ADAPTATION STRATEGIES OF TRADITIONAL MARKET TRADERS IN FLAMBOYAN IN FACING COMPETITION FROM MODERN MARKETS IN PONTIANAK

Abstract
The Flamboyan traditional market in Pontianak is one of the main distribution centers for basic necessities for the local community. This market is now facing increasingly fierce competition from modern markets that offer convenience, state-of-the-art facilities, and digital payment technology. This study uses a mixed method approach to comprehensively examine the adaptation strategies and competitiveness of traditional market traders in response to the existence of modern markets. Quantitative data was obtained from a survey of 150 traders and 200 consumers regarding their perceptions of prices, services, products, and market facilities. Meanwhile, qualitative data was collected through in-depth interviews with 10 informants, including traders, market managers, and regional economic experts. The analysis used descriptive statistics and SWOT for quantitative data, as well as thematic coding techniques for qualitative data. The findings show that traditional markets excel in the aspects of bargaining culture, competitive prices, and personal service, although they still face limitations in facilities and a lack of digitalization. Traders are gradually beginning to utilize digital technologies such as social media and electronic payments. Key recommendations include improving digital literacy training, upgrading market facilities, and a more active role for the government in supporting the modernization and digitization of traditional markets in order to maintain competitiveness.