STRATEGI BERTAHAN PEDAGANG FASHION STRATEGI BERTAHAN PEDAGANG FASHION LOKAL DALAM MENGHADAPI PERSAINGAN PRODUK IMPOR LITTLE BANGKOK DI PASAR TANAH ABANG

ALESSIA SYAFINA, . (2026) STRATEGI BERTAHAN PEDAGANG FASHION STRATEGI BERTAHAN PEDAGANG FASHION LOKAL DALAM MENGHADAPI PERSAINGAN PRODUK IMPOR LITTLE BANGKOK DI PASAR TANAH ABANG. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Globalisasi ekonomi mendorong masuknya produk fashion impor ke pasar tradisional Indonesia, termasuk di Pasar Tanah Abang sebagai pusat perdagangan fashion terbesar. Kehadiran kawasan Little Bangkok menghadirkan produk fashion impor yang lebih murah dan mengikuti tren sehingga mengubah kondisi arena persaingan serta memberikan tekanan terhadap pedagang fashion lokal. Penelitian ini bertujuan untuk menganalisis perubahan kondisi arena persaingan akibat masuknya produk impor Little Bangkok, menganalisis dampaknya terhadap pedagang fashion lokal, serta mengkaji strategi bertahan pedagang berdasarkan perspektif teori praktik sosial Pierre Bourdieu melalui konsep arena, habitus, dan modal. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Pengumpulan data dilakukan melalui observasi, wawancara mendalam, dan dokumentasi terhadap pedagang fashion lokal di Pasar Tanah Abang. Analisis data dilakukan dengan menggunakan perspektif teori praktik sosial Pierre Bourdieu untuk memahami praktik, posisi, dan strategi pedagang dalam menghadapi perubahan struktur pasar. Hasil penelitian menunjukkan bahwa masuknya produk impor Little Bangkok mengubah arena perdagangan di Pasar Tanah Abang menjadi lebih kompetitif dan tidak setara. Kondisi tersebut berdampak pada penurunan omzet, meningkatnya tekanan harga, serta perubahan preferensi konsumen terhadap produk yang lebih murah dan mengikuti tren. Dalam menghadapi kondisi tersebut, pedagang fashion lokal menerapkan berbagai strategi bertahan, seperti melakukan penyesuaian harga, mengurangi stok barang, memanfaatkan jaringan sosial dengan pemasok dan pelanggan, serta mengembangkan pemasaran digital. Penelitian ini menyimpulkan bahwa strategi bertahan pedagang tidak hanya dipengaruhi oleh faktor ekonomi, tetapi juga oleh kepemilikan modal ekonomi, modal sosial, modal budaya, dan habitus yang membentuk praktik pedagang dalam mempertahankan keberlangsungan usahanya di tengah perubahan struktur pasar. ***** Economic globalization has accelerated the influx of imported fashion products into Indonesia’s domestic market, including Pasar Tanah Abang as the country’s largest fashion trading center. The emergence of the Little Bangkok area has introduced cheaper and trend-oriented imported fashion products, thereby transforming the competitive landscape and placing greater pressure on local fashion traders. This study aims to analyze changes in the competitive arena following the entry of imported products from Little Bangkok, examine their impacts on local fashion traders, and analyze the survival strategies adopted by traders through Pierre Bourdieu’s theory of social practice, particularly the concepts of field, habitus, and capital. This study employed a qualitative approach using a case study method. Data were collected through observation, in-depth interviews, and documentation involving local fashion traders at Pasar Tanah Abang. The data were analyzed using Pierre Bourdieu’s theory of social practice to understand the traders’ practices, positions, and strategies in responding to changes in the market structure. The findings indicate that the presence of imported products from Little Bangkok has transformed the trading field at Pasar Tanah Abang into a more competitive and unequal market. This condition has resulted in declining revenues, increasing price competition, and shifts in consumer preferences toward cheaper and trend-oriented products. In response, local fashion traders have adopted various survival strategies, including adjusting prices, reducing inventory, utilizing social networks with suppliers and customers, and expanding digital marketing practices. This study concludes that traders’ survival strategies are shaped not only by economic factors but also by the ownership of economic, social, and cultural capital, as well as habitus, which influence their practices in sustaining their businesses amid changes in the market structure.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Oetami Dewi, M.Si. ; 2). Dr. Yuanita Aprilandini Siregar, M.Si.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Sejarah Ekonomi, Kondisi Ekonomi Ilmu Sosial > Sosiologi Ilmu Sosial > Kondisi Sosial,Masalah Sosial,Reformasi Sosial
Divisions:	FIS > S1 Sosiologi
Depositing User:	Alessia Syafina .
Date Deposited:	31 Jul 2026 01:47
Last Modified:	31 Jul 2026 01:47
URI:	http://repository.unj.ac.id/id/eprint/67809

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