PENERAPAN STRATEGI MARKETING MIX DALAM MENINGKATKAN OMZET PEDAGANG PASAR TRADISIONAL DI KOTA BANJAR

Abstract

This research aims to analyze the application of marketing mix strategies by traditional market traders in Banjar City amid the challenges of amidst the challenges of deteriorating infrastructure, declining purchasing power, and community preference for modern markets, especially during the purchasing power, and people's preference for modern markets, especially during the economic recession. economic recession. The research method used is a qualitative approach with in-depth interview techniques, observation, and documentation on traditional market traders in Banjar City. traditional markets in Banjar City. The results showed that although traders have attempted to improve competitiveness through product diversification, flexible pricing strategies, and simple promotions, the constraints of inadequate market infrastructure and economic pressure are market infrastructure and economic pressures are significant obstacles. It was also found that merchants who started utilizing social media showed potential for increased turnover. This study recommends improvements in market facilities market facilities, digital marketing training, and supporting policies from the government to improve the competitiveness of traditional markets. to improve the competitiveness of traditional markets. The findings are expected to be the basis for developing more effective and sustainable marketing strategies for traditional markets. marketing strategies for traditional markets.