DAMPAK ONLINE SHOP TERHADAP KEBERLANGSUNGAN PEDAGANG SAYUR PASAR TRADISIONAL DI DESA PLUMPANG KABUPATEN TUBAN

Plumpang Market is the largest village market in the sub-district because it is located close to the main road connecting Tuban and Bojonegoro Regencies. In the last 10 years, online market competitors have begun to enter. This research aims to analyze the average differences: turnover, costs, income, and find out the types of vegetables that were most affected before and after the existence of online shops. The research location is in the traditional market of Plumpang Village, Plumpang District, Tuban Regency. The analysis method uses quantitative analysis tools using the Paired Sample t-test and quantitative descriptive tests which are presented in graphical form. The results of the research show that after the online shop, turnover decreased, costs increased, income decreased, several types of vegetables experienced a decrease in demand due to many consumers shopping in online shops and there were also vegetables that experienced an increase in demand because there were vegetable traders who sold online and in conventional markets. The emergence of online shops can cause Plumpang Market to become quiet, and can reduce the daily turnover and income of vegetable traders. Online shops can threaten the survival of traditional markets. Apart from that, the decline in turnover and income of vegetable traders at Plumpang Market was caused by consumers' perceptions that online shops were more practical and efficient. Shipping costs in 2018 are cheaper than in 2023, which will become more expensive due to rising fuel prices. Another factor that causes the increase in wholesale costs is due to the increase in shipping costs or logistics costs every year.