MARKETING COMPETENCY OF TRADITIONAL MARKET TRADERS IN PANORAMA LEMBANG MARKET WEST BANDUNG DISTRICT

Abstract

The marketing environment that developed very dynamically, has influenced the existence of traditional markets in Indonesia. This rapid and dynamic change in environment, such as the rise of modern / retail / minimarket stores, has an impact on the existence of traditional markets.

Traditional markets as an economic source for the people in Indonesia, which have unique characteristics with bargaining transactions, are also faced with the classic problem of markets which are identical with smells, muddy, dirty, demanded to continue to make changes in order to be able to compete with modern stores. Efforts to revitalize the market, change consumer behavior, and professionalism in market management need to be continuously improved, so that traditional markets are able to compete with modern stores and have a positive image in the community.

In this study trying to offer a strategy in developing traditional markets, through the concept of marketing within the framework of marketing competence of traditional market traders, especially in the Panorama Lembang Market, West Bandung Regency.

The research method was carried out through survey techniques, by conducting interviews, distributing questionnaires and collecting secondary data through searching journals, documentation and other sources. Questionnaires were distributed to traders with accidental sampling techniques from several types of commodities sold in the market.

Based on the research results, Merchant Marketing competence in Panorama Lembang Traditional Market in West Bandung Regency shows that traders' knowledge, understanding, attitude, and skills based on product elements, price, promotion, and distribution, have different competencies based on the types of commodities sold by traders . Marketing competence of traders who sell Fashion has a level of marketing competence above traders who sell groceries commodities. That includes the individual competencies of traders such as knowledge, attitudes, skills, understanding and values (value).

The marketing competence of traders in the Panorama Lembang traditional market in West Bandung Regency has not fully known and understood the concept of marketing in the marketing activities of merchandise. Marketing competence needs to be given reinforcement related to product elements, prices, promotions, and distribution to traders to increase the existence of traditional markets that have competitiveness and adaptive to market changes, towards markets that are safe, clean, comfortable, and continue to be demanded by the public to shop in the market traditional.