Adaptation of Fashion Product Merchants in Anticipation of the Development of Online Shops in the Unsteady Market of Gowa Regency

Noor Khuznul Khatimah(1*),

(1) Sociology Study Program, Faculty of Social Sciences and Law, Makassar State University, Indonesia
(*) Corresponding Author



Abstract


This study aims to find out: (1) How the socio-economic impact of the development of online shop of the fashion product traders at the Limbung market of Gowa regency, (2) How the fashion product trader adaptive strategy in anticipacing the development of the online shop at the Limbung market of Gowa regency. The type of research used is descriptive qualitative using a purposive sampling technique, namely collecting data by observation, interviesws and documentation which serves as a reference material to obtain accurate data and is related to the problems in this study. The results of this study indicate that; (1) The socio-economic impact of the development of the online shop of the fashion product traders, that is (a) Social activities, the social activities of the traders go their way, but the traders try to have a good interaction with the customer to make the customer want to shop at their kiosk. (b) Education, the development of online shop has to a greater or lesser degree effect on meeting the education needs of the trader’s children. (c) Livelihood, some trader has other livelihood besides sell the fashion product, while other traders make a living only sell at the market. (d) Revenue, the development of the online shop makes the revenue of fashion product traders go down. Fashion product trader adaption strategies in anticipating the development of online shop, that is (a) Following the new trends, fashion prouduct traders follow the trend as a strategy to keep up with the online shop. (b) Reduce supply of goods, traders do this as a form of adaptation strategies to keep the business from going bankrupt. (c) Adjusts the price of goods, traders sell their product with prices not too different from those on the online shop to attract customers.


Keywords


Adaptation of trader; development of online shop; Socio-economic impact.

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References


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