Pengaruh Harga dan Promosi Ritel Modern terhadap Pendapatan Ritel Tradisional - Maulana, Muhamad Farhan; Muniroh, Leny; Azis, Azolla Degita (Manager : Jurnal Ilmu Manajemen, 2022)
Abstract The purpose of this study is to determine the effect of modern retail prices and promotions on traditional retail income. This study uses a qualitative method approach in June 2022. The research population is traditional and modern retail in Barengkok Village, Leuwiliang District, Bogor Regency with a total sample of 3 traditional retailers and 2 modern retailers. The results of the study found that modern retail, namely Alfamart and Indomaret located in the village of togetherkok, affect the turnover of traditional retail owners because traditional stalls are not capable in terms of capital, facilities, promotions, and services. In addition, factors that affect business competition are the threat of new entrants, purchasing power of suppliers, purchasing power of consumers and competition between competitors. Suggestions in this study are that it is hoped that people who have traditional retail businesses are more creative, such as faster opening times and shop owners need to maintain the cleanliness of their stores and arrange them neatly, add merchandise that is traded so that consumers have many choices in shopping and providing services. that is good for every customer, both regulars and non-repeats so that they feel comfortable and satisfied. Abstrak Tujuan penelitian ini yaitu untuk mengetahui pengaruh harga dan promosi ritel modern terhadap pendapatan ritel tradisional. Penelitian ini menggunakan pendekatan metode kualitatif pada bulan Juni 2022. Populasi penelitian adalah ritel tradisional dan modern di Desa Barengkok Kecamatan Leuwiliang Kabupaten Bogor dengan jumlah sampel sebanyak 3 ritel tradisional dan 2 ritel modern. Hasil penelitian didapatkan bahwa ritel modern yaitu Alfamart dan Indomaret berlokasi di Desa barengkok mempengaruhi omset para pemilik ritel tradisional Karena warung tradisional tidak mampu dari segi modal, fasilitas, promosi, dan pelayanan. Selain itu faktor yang mempengaruhi pesaingan bisnis adalah ancaman pendatang baru, daya beli pemasok, Daya beli konsumen dan persaingan antar pesaing. Saran pada penelitian ini yaitu diharapkan masyarakat yang memiliki usaha ritel tradisional lebih kreatif, seperti waktu buka yg lebih cepat dan pemilik toko perlu menjaga kebersihan toko nya dan menatanya dengan rapih, menambah produk dagangannya yang diperjual belikan agar konsumen memiliki banyak pilihan dalam berbelanja dan memberikan pelayanan yang baik untuk setiap pelanggan, baik pelanggan tetap maupun bukan pelanggan tetap sehingga mereka merasa nyaman dan puas.