DINAMIKA SOSIAL EKONOMI PEDAGANG PAKAIAN DI PASAR TRADISIONAL PADA ERA DIGITALISASI PERDAGANGAN: STUDI SOSIOLOGIS DI PASAR KAHAYAN KOTA PALANGKA RAYA

Abstract

The development of digital technology has changed the social and economic dynamics of traders in Kahayan Market, Palangka Raya City. The emergence of platforms such as Shopee, TikTok Shop, and Tokopedia has encouraged a shift in people's shopping patterns from direct transactions to more practical online transactions. This study aims to analyze the socio-economic dynamics of clothing merchants in Kahayan Market and the survival strategies they have developed in the face of the pressures of digitalization. A qualitative research approach was used, employing observation, in-depth interviews, and documentation of a number of clothing merchants and basic necessities merchants. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. This study uses Anthony Giddens' Structuration Theory to explain changes in social structure due to the presence of digital technology, as well as James C. Scott's Survival Strategy Theory to understand how traders face or respond to economic threats. The results of the study show that digitization changes social interaction patterns, weakens solidarity among traders, and encourages the emergence of defensive survival strategies, such as lowering prices, reducing operational costs, shifting the type of merchandise, and adjusting operating hours. Referring to James C. Scott's view, traders adopt various forms of adjustment that focus on meeting basic needs and efforts to maintain family economic stability through low-risk strategies. They tend to take practical and realistic measures to avoid major losses, such as reducing inventory, delaying purchases, or seeking safer buying and selling opportunities. On the other hand, older traders tend to use more passive strategies due to limitations in accessing and understanding digital technology. Overall, this study shows that digitization not only changes the structure of trade but also impacts the economic stability and social relationships of traders in traditional markets