ANALISIS PERILAKU PEDAGANG YANG BERJUALAN PAKAIAN DI PASAR TRADISIONAL DAHLIA PONTIANAK

Abstract

Abstrak: Penelitian ini bertujuan untuk mengetahui perilaku pedagang yang berjualan pakaian di pasar tradisional Dahlia Pontianak. Metode penelitian yang digunakan adalah kualitatif dimana penelitian ini bermaksud untuk mendeskrifsikan dan menginterprestasikan suatu kondisi. Hasil penelitian yang diperoleh antara lain, perilaku pedagang di pasar tradisional Dahlia Pontianak dalam pemeliharaan lingkungan tempat berjualan, perilaku pedagang di pasar tradisional Dahlia Pontianak dalam menjual pakaian kepada konsumen, perilaku pedagang di pasar tradisional Dahlia Pontianak dalam menawarkan harga penjualan barang, dan perilaku pedagang di pasar tradisional Dahlia Pontianak dalam mempromosikan penjualan. Berdasarkan hasil penelitian yang telah dijelaskan, peneliti mengambil kesimpulan bahwa kurang terpeliharanya lingkungan pasar tradisional Dahlia Pontianak dan pedagang yang berjualan pakaian di pasar Dahlia Pontianak belum menerapkan konsep pemasaran yang baik.

Kata kunci : Perilaku Pedagang dan Pasar Tradisional

Abstract: This study aims to determine the behavior of traders who sell clothing in traditional markets Dahlia Pontianak . The research method used was qualitative research which intends to mendeskrifsikan and interpret a condition . The results obtained , among others , the behavior of traders in traditional markets in the preservation Dahlia Pontianak selling environment , the behavior of traders in traditional markets Dahlia Pontianak in selling clothing to consumers , the behavior of traders in traditional markets Dahlia Pontianak in offering the sale price of goods , and the behavior of traders in traditional market selling Dahlia Pontianak in promoting . Based on the research that has been described , the researchers concluded that the lack of maintenance of the traditional market environment Dahlia Pontianak and merchants who sell clothing in Pontianak Dahlia market yet to implement a good marketing concept.

Keywords : Behavioral and Traditional Market Traders