Analysis of Traditional Market Traders' Adaptation Strategies in Facing Changes in Consumption Patterns Through Online Media from the Perspective of Islamic Business Ethics (A Case Study of Traders at Legi Bungah Market, Bungah District, Gresik Regency)
DOI:
https://doi.org/10.37726/nj1fzh26Keywords:
Traditional market, consumption pattern changes, digital commerce, adaptation strategies, Islamic business ethicsAbstract
The development of digital technology has transformed consumer behavior, as reflected in the increasing preference for digital platforms in purchasing activities. This phenomenon has contributed to a decline in the number of consumers shopping directly at traditional markets, requiring traders to adopt various adaptation strategies to sustain their businesses. This study aims to analyze changes in consumer consumption patterns, identify the adaptation strategies employed by traditional market traders in response to the growth of digital commerce, and examine the implementation of Islamic business ethics within the adaptation process. This research employed a qualitative method with a case study approach conducted at Pasar Legi Bungah, Gresik Regency. Data were collected through observation, interviews, and documentation involving traders and consumers selected using purposive sampling techniques. Data analysis was carried out through the stages of data reduction, data presentation, and conclusion drawing. The findings reveal that consumers increasingly prefer digital platforms due to their accessibility, time efficiency, and transaction convenience. This shift has led to a decrease in consumer visits to traditional markets. In response, traders have adapted by utilizing digital media, particularly WhatsApp, improving service quality, and strengthening relationships with customers. Furthermore, these adaptation strategies are implemented in accordance with the principles of Islamic business ethics, namely shiddiq (truthfulness), amanah (trustworthiness), fathonah (wisdom), and tabligh (communicativeness), which contribute to maintaining consumer trust and loyalty. The study concludes that the ability to adapt to technological developments, supported by the application of Islamic business ethics, plays a crucial role in ensuring the sustainability of traditional market traders in the digital era.
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