Strategi Bangkit Paska Pandemi: Studi Kasus Pedagang UMKM Pasar Tradisional Beradaptasi dengan Transformasi Digital

Abstract

This study aims to examine the case of the survival of market traders due to The COVID-19 pandemic hit Medan Tradisional Market vendors hard, leading to the closure of 1,348 kiosks and a decline in Medan's economy (-1.98% in 2020). This study uncovered survival strategies through in-depth interviews with vendors and visitors. MSMEs responded quickly by adapting the 7Ps of marketing: Product (design innovation), Price (flexibility & discounts), Place (strategic location optimization), Promotion (migration to Instagram/Facebook), Human Resources (skills training), Process (efficient transactions), and Physical Evidence (kiosk layout). The collaboration of these strategies and digital transformation successfully restored business. By 2023, 1,279 kiosks had reopened, demonstrating the resilience of MSMEs. The study concluded that strategic planning based on market dynamics analysis and digital adaptation are key to post-crisis success. The combination of a comprehensive marketing strategy (7Ps) and the courage to transition to digital are key to the resilience of small and medium enterprises (SMEs) like these market vendors post-crisis. The story of Medan Tradisional Market proves that even in the midst of adversity, with planned and responsive steps, businesses can survive and even begin to recover. This isn't just theory, but real, successful action.