ANALISIS STRATEGI PENINGKATAN DAYA SAING PASAR TRADISIONAL DALAM MENGHADAPI KEBERADAAN PASAR MODERN DI KABUPATEN CIREBON
Modern market growth in Indonesia showed significant figure compared to the growth of the traditional markets. The data presented A.C. Nielsen (2009) suggests the modern market in Indonesia grew 31.4 percent per year, while the traditional market shrank 8 percent per year. The shrinking of the traditional market and modern market growth is also due to the rising living standards and changing lifestyles of people, as well as the desire for comfort, freedom, guarantee low price and good quality into consideration the public (Tambunan , 2004).The purpose of this study was to analyze the impact of the modern market to traditional market traders, Analyzer used in this research is a quantitative analysis method of Difference-in-Difference (DiD), Analysis Using different test with Wilcoxon, Buyer Perception Analysis, and Analysis Hierarchy Process (AHP). Results of analysis using DID (Difference-in-Difference) by comparing market treatment and control markets, it was found that the impact of the existence of a modern market to traditional market traders is evidenced by the decrease in the average turnover of the traditional market traders reached (-7.8 %), the average gain (-9.39%), the number of buyers (-12.3%), and a decrease in the number of workers in traditional markets (-2.50%). And the results of the analysis hierarchy process (AHP) that in order to improve the competitiveness of traditional market consists of several aspects, obtained priority measures to be carried out, in the first place, namely the support of the local government (29.43%), infrastructure (23.96 %), the management of the market (20.60%), finance (15.02%) and the provision of merchandise ranks last priority for (10.98%).
Keywords: competitiveness of traditionalmarkets, local government support, market management, finance, market trader straditional
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