STRATEGI ADAPTASI SOSIAL EKONOMI PEDAGANG PASCA REVITASLISASI PASAR TRADISIONAL (Studi Pasar Pon Kabupaten Trenggalek)

In general, traditional markets in Indonesia have experienced a decrease in the number of visitors. Technological developments, modern market dominance and less accommodating infrastructure are increasingly shifting the role of traditional markets. With this, the Trenggalek Regency government is revitalizing the Pon Trenggalek Market. However, it is undeniable that some traditional markets after revitalization are not in accordance with the expectations or indicators of success that have been set. Such as the revitalization policy carried out at the Pon Market, Trenggalek Regency, has brought various changes and challenges for traders. This research was conducted to find out the socio-economic adaptation strategy and challenges of traders after the revitalization of the Pon Market in Trenggalek Regency. This study uses a qualitative approach with the type of case study research, as well as using purposive sampling techniques in determining the research subject. This research was carried out on Jalan R.A. Kartini, Sawahan, Sumbergedong, Trenggalek Regency with data collection through observation, interviews, and documentation. The data analysis technique used is using Miles, Huberman, and Saldan, with data validity in the form of source triangulation. The theory used in analyzing this study is using functional structural theory (AGIL) by Talcott Parsons. The results obtained in this study indicate that the revitalization of the Pon Trenggalek Market has brought changes and challenges, such as the policy of separation between wet and dry markets, as well as the concept of market structuring that is less optimal after revitalization, making one of the reasons why the Pon Market experiences a lack of visitors, resulting in a quiet market which has an impact on the income of traders. With this, traders of Pon Trenggalek Market carry out active and passive socio-economic adaptation strategies, including; building and maintaining a network of friends among fellow traders, promoting good service values to customers, increasing friendliness to visitors, maintaining communication and interaction between traders and buyers, innovating products and prices, implementing digital marketing, finding more strategic locations, implementing digital payment innovations (QRIS), adjusting market operational hours to visitor arrival patterns. This socio-economic adaptation is an important part of facing the changes that exist after revitalization. Therefore, there needs to be a more in-depth and comprehensive assistance by the local government of Trenggalek Regency.