ANALYSIS OF PROMOTION STRATEGIES OF TRADITIONAL RETAIL/MSMEs IN THE ERA OF MODERN RETAIL DISRUPTION

Abstract

This study was conducted to investigate the impact of the development of the modern retail industry on traditional shops in Indonesia. The retail industry has become an integral part of Indonesian society, with traditional stores playing an important role in fulfilling daily needs. However, with the emergence of modern retailers such as minimarkets and supermarkets, traditional stores are facing serious challenges in maintaining their existence. Therefore, the purpose of the research is to find out the strategies carried out by traditional stores/retailers in facing disruption from Modern Retail This research uses a qualitative method with a qualitative descriptive approach. The data sources used are primary data sources and secondary data sources. Data collection techniques in the form of interviews, observation and documentation. As for the technique of taking informants used is purposive sampling with informants of grocery store owners. This study concludes that the presence of minimarkets around Wangon Sub district has a negative impact on grocery store traders, resulting in a decrease in the number of customers and income. Despite this, grocery store traders remain eager to compete with minimarkets. They adopt strategies such as providing basic goods that are not available in minimarkets. To compete in an increasingly modern market, they need to change their marketing strategies by increasing sales and eCommerce.