vii ABSTRAK
Nur Halia. 105381104917. Adaptasi Sosial Pedagang Konvensional Terhadap Perkembangan Online Shop (Studi Kasus Pedagang Pasar Sentral Benteng Kabupaten Kepulauan Selayar). Program Studi Pendidikan Sosiologi Fakultas Keguruan Dan Ilmu Pendidikan Universitas Muhammadiyah Makassar.
Dibimbing oleh Kaharuddin sebagai pembimbing I dan Firdaus sebagai pembimbing II.
Penelitian ini bertujuan untuk mengetahui perkembangan online shop pada pedagang konvensional di Pasar Sentral Benteng Kabupaten Kepulauan Selayar dan mengetahui adaptasi sosial pedagang konvensial terhadap perkembangan online shop di Pasar Sentral Benteng Kabupaten Kepulauan Selayar. Penelitian ini menggunakan pendekatan penelitian deskriptif kualitatif. Sedangkan dasar penelitian adalah studi kasus. Pengumpulann data dalam penelitian ini menggunakan tiga tehnik, yakni observasi, wawancara dan dokumentasi. Dengan menggunakan teori interaksi sosial.
Hasil penelitian ini mengungkapkan bahwa perkembangan online shop di lingkungan Pasar Sentral Benteng turut dirasakan dan membawa dampak besar terhadap keberadaan pasar offline. Akibatnya pasar sepi, terjadi penurunan omset bahkan beberapa kios dan los tutup. Masyarakat lebih memilih melakukan transaksi secara online. Adaptasi yang ditempuh para pedagang di Pasar Sentral Benteng agar tetap eksis ditengah persaingan pasar online dan offline yakni menggunakan media jejaring sosial facebook untuk mempromosikan barang dagangannya.
Kata Kunci: Adaptasi Sosial, Pedagang Konvensional, Online Shop
viii ABSTRACT
Nur Halia. 105381104917. Social Adaptation Of Conventional Merchants To The Development Of Online Shops (Case Study Of Traders Of The Central Market Benteng Selayar Islands Regency). Sociologi Education Study Program, Teacher Training and Education Faculty Muhammadiyah University Of Makassar.
Supervised by kaharuddin as supervisor I and firdaus as mentor II.
This study aims to determine the develoment of online shops for conventional tranders at the Benteng Central Market, Selayar Islands Regency and to the determine the social adaptation of conventional traders to the development of online shops at the benteng central market, Selayar Islands Regency. This study uses a qualitative descriptive research approach. While the basis of the research is a case study. The collections data in this study used three techniques, namely observation, interviews and documentation. By using social interaction theory. 45
The results of this study reveal that the development of online shops in the Benteng Central Market environment is also felt and has a big impact on the existence of the offline market. As a result, the market is quiet, there is a decrease in turnover and even some stalls and stalls are closed. People prefer to do transactions online. The adaptation taken by traders at the Benteng Central Market to continue to exist in the midst of online and offline market compentition is to use the social networking facebook media to promote their wares.
Keyword: Social Adaptation, Conventional Merchant, Online Shop
