December 2022
89 Modern Market Dominance Over Traditional Market Existence
Muhammad Rizky Oktaviandi Pascasarjana IAIN Palangka Raya Email: [email protected] ABSTRACK
The current economic development is growing very rapidly and has created positive and negative impacts on society. One of the impacts is that many modern markets have emerged, which have made the existence of traditional markets increasingly of course, has caused social inequality in society and affected the decline in traditional market income. The goal is to investigate the dominance of the presence of modern markets over the existence of traditional markets as seen through Antonio Gramsci's hegemony theory. This study uses the library method, which is research conducted by exploring and collecting data and information related to research based on various materials such as journals, books, previous research, and various articles related to the problem to be solved. The results of the study show that first, the existence of modern markets is increasing rapidly, as indicated by clean places, friendly service, and various kinds of attractive discounts and promotions that traditional markets do not have.
This has an effect on the number of consumers, which continues to decrease, so that it also has an impact on the income of traditional market traders. Second, from the perspective of Gramsci's hegemony theory, the hegemony that is exercised is minimum hegemony, or hegemony whose policies are taken by the ruling elite.
Keywords: Domination, Modern Market, Traditional Market, Hegemony Theory, Antonio Gramsci
INTRODUCTION
In Indonesia, the presence of private companies is not just a business, it goes beyond the social domain system and represents a civilization that has long existed in various districts in Indonesia. In the midst of modernity, the existence of traditional markets or small and medium enterprises has become a national culture because business struggles to survive and grow in order to be competitive.1
Small and medium enterprises have a number of possible qualities, especially a socio-close-to-home quality that the current market lacks. These strengths can be seen in a number of ways, such as having lower prices that are negotiable, being close to residential areas, and having a large selection of fresh produce. In addition, there is a risk that society's social circumstances change, as women in urban areas usually have careers, leaving them
1 Yenika Sri Rahayu, “Strategies for Traditional Market Traders Facing Competition With Modern Retailers And Consumer Preference,” Faculty of Economics, University of Brawijaya, 2012, H.5.
90 with almost no time to shop at traditional markets or the nearest medium-sized businesses.2 Another benefit is the improved shopping experience by holding exclusive products, which are usually very fresh.3
Efforts made by traditional traders to preserve customs, norms, beliefs, and bargaining social capital that can be used to strengthen the loyal UKM visitor network and ensure the continued existence of traders and small and medium enterprises are the driving force behind the ability of traders to continue to operate.4
With the emergence of modern markets that offer more commodities, prices, and tranquility, the news that investment liberalization is becoming more and more unstoppable raises the problems that have shaped traditional markets.5 Due to these incidents, Indonesians have shifted their focus away from cultural aspects and towards contemporary life, which is easy to use because of its proximity and low social correlation.6 Another fact is that while today's market is cleaner, the traditional market is synonymous with its dirty environment. As a result, the attitude of the townspeople has changed, especially when it comes to making purchases for their daily needs.7 People are more likely to use the newest marketplace because it promises to be more convenient and safer to buy and sell.
Traditional markets have struggled to gain access to the economy as a result of modern markets dominating them. As a result, capitalists can engage in monopolistic practices and dirty games. In this age of globalization and rapid scientific progress, the fierce competition that exists between the modern market and the traditional market is a common
2 K Anwar et al., “Kepemimpinan Kepala Madrasah Perempuan Di MTsN 1 Kota Palangka Raya,”
Proceedings … 1 (2021): 357–68, https://e-proceedings.iain-
palangkaraya.ac.id/index.php/PICIS/article/view/480%0Ahttps://e-proceedings.iain- palangkaraya.ac.id/index.php/PICIS/article/viewFile/480/856.
3 Esther and Didik, Making Traditional Markets Exist (Jakarta: Ray Of Hope, 2003).
4 Arief Dwi Saputra et al., “Online Business Practices: A Study of Islamic Business Ethics Perspective in Indonesia,” Jurnal Penelitian 9903 (2022): 97–108, https://doi.org/10.28918/jupe.v19i1.4614.
5 Dwi Saputra et al.
6 N Fitria, M Muslimah, and I Qalyubi, “Distribusi Bantuan Sosial Bagi Masyarakat Terdampak Covid-19 Di Provinsi Kalimantan Tengah Menurut Perspektif Islam,” Daun Lontar: Jurnal …, no. 1 (2021): 186–99, http://www.komunitasdaunlontar.or.id/ojs.komunitasdaunlontar.or.id/index.php/jkdl/article/view/112
%0Ahttp://www.komunitasdaunlontar.or.id/ojs.komunitasdaunlontar.or.id/index.php/jkdl/article/down load/112/55.
7 Eka Sri Apriliana, Nurul Wahdah, and Muslimah, “Pengaruh Harga , Tren , Dan Religiusitas Di Masa Covid- 19 Terhadap Minat Beli Pakaian Syar ` i Secara Online,” Jurnal At-Taradhi :Jurnal Studi Ekonomi 12, no. 1 (2021): 81–94, https://doi.org/10.32505/muamalat.v3iI.702.2.
occurrence.8 As a result, the government has had to act quickly in order to keep up with the latest market restrictions on traditional markets that are being squeezed and stifled by players.9
Research conducted by Dakhoir shows that there is competition between small and medium enterprises and modern markets, and there is no serious distance zone system between modern and traditional shops. Furthermore, Rahadi conducted research with the result that the spacing between modern markets and small and medium-sized businesses in urban areas in Indonesia is still not maximally regulated, and this has resulted in a decline in the existence of small and medium-sized businesses. Furthermore, Imran explained that market conditions have resulted in competition between merchant actors, in which small and medium-sized businesses must increasingly be sidelined by the existence of modern markets that can provide complete needs and facilities.10
Based on a number of research findings, modern market competition with small and medium enterprises has led to the current marginalization of traditional markets. This indicates that, apart from the presence of supermarkets, weak management and inadequate infrastructure in traditional markets are major factors in the defeat of supermarket-based competition. The bad conditions in traditional markets actually help supermarkets make money. However, the latest market update is no doubt coming this time. The difficulty lies in ensuring that its presence does not have a negative impact on traditional markets. To ensure that these two types of conflict can coexist, all aspects of the use of traditional markets and the situation of the local population must be taken into account.11
In accordance with the previous explanation, the purpose of this study is to examine the impact of modern market domination on the existence of traditional markets from the perspective of Antonio Gramsci's Hegemony Theory.
METHODE
This research is library research, which deals with research conducted with the help of various library materials, such as journals, books, previous research, notes, and various
8 Arief Dwi Saputra, Alfina Rahmatia, and Arni Surwanti, “Turnover Intentions? Symptoms on Job Satisfaction and Job Insecurity in The Face of a Pandemic,” Jurnal Bisnis Strategi 30, no. 2 (2021): 115–26, https://doi.org/10.14710/jbs.30.2.115-126.
9 Laksemana Lufti, The Impact of the Existence of Indomaret on the Socio-Economic Conditions of Traditional Market Traders in the Waterfall Village, Marelan District (Medan, 2013).
10 Muhammad Imran, The Influence of Modern Markets on the Income of Traditional Market Traders (Case Study of Andi Tadda Traditional Market (Palopo City: Palopo, 2015).
11 Research Observation Results.
92 articles related to the problem to be solved.12 Library research is research conducted by exploring and collecting data and information.13 This research was conducted methodically, collecting, processing, and analyzing data using certain methods or techniques to solve the problems encountered.
DISCUSSION
Antonio Gramsci’s Theory of Hegemony
The initial stage of Gramsci's idea of mediation is that classes and their individuals exercise control over the classes below them using methods of cruelty and influence. Nor does hegemony refer to domination through the use of power; instead, it refers to approval through political and ideological leadership. Hegemony, according to Gramsci, is a series of victories won by oppressing members of other social classes and reaching genuine consensus, for example, through citizen institutions that directly or indirectly determine the original cognitive structure of society. Thus, intervention is essentially an attempt to persuade people to evaluate and perceive social problems within a framework.14
According to Gramsci, the existence of hegemony shows that the ruling class seeks to maintain real power and dominance over the proletariat through convincing means, in particular by controlling the inspiration or consensus of the people. Here Gramsci sees that the place of the subject of moral and scientific initiative will provide awareness and unwise support, which will also make the will aggregate through philosophy, which is the binder.
Organizations that act with the unanimous or impulsive consent of the people are called interventions.15
The idea of hegemony always deviates from the fundamental economic space, which replaces the world view and is focused on the preservation of power. Stable system cycles are hypnotized by the state of the world's political economy. Power in social class is founded on mastery. In essence, power comes from the origins of human instincts. However, power is generally associated with physical contact or violence16. According to A. Pozzalini,
12 Muslimah et al., Cara Mudah Membuat Proposal Penelitian, ed. M. Ag Dr. Normuslim, Narasi Nara, Palangka Raya (CV. Narasi Nara, 2020), http://digilib.iain-palangkaraya.ac.id/id/eprint/2456.
13 N Norhilaliyah and M Muslimah, “Memahami Hakekat Penelitian Dalam Pandangan Sains Dan Al- Qur’an,” Proceedings . 1 (2021): 519–26, https://e-proceedings.iain- palangkaraya.ac.id/index.php/PICIS/article/view/811%0Ahttps://e-proceedings.iain-
palangkaraya.ac.id/index.php/PICIS/article/download/811/871.
14 Roger Simon, Gramsci’s Political Ideas (Yogjakarta: INSIST, 2004).
15 Ibid, h.21.
16 Galih Puji Kurniawan et al., “Jurnal Tana Mana,” Jurnal Tana Mana 2, no. 1 (2021): 46–48.
physical strength will eventually become obsolete due to the turmoil of absolute resistance.17
Hegemony is a process by which certain elements can make their demands universal. According to Louis Althusser, the ideological state apparatus that fortifies indigenous peoples for the formation of knowledge about the existence of empowerment and oppression facilitates a process similar to state domination of society. This apparatus also creates false awareness in society. False enlightenment creates a society that supports state actions, even if they conflict with their interests. He called this process "a process of hegemony," which allowed the country's ruling class to remain in power for a long time.18
Like Lenin, Gramsci redefined the concept of hegemony as the art of management and made it a means of understanding society with the aim of changing it. Relations between classes that use other social forces, intervening classes, or hegemonic groups are called hegemony. The class that builds and maintains a system of alliances through political and ideological efforts is known as a "hegemonic mob." These classes gain approval from other forces and social classes.19
Hegemony is not just a relationship of dominance through the use of power; rather, it is a relationship of approval through the use of political leadership. This includes the unprompted agreement of a large number of people to the general direction imposed in life on the social life of the group in general that it dominates. Hegemony is not just a relationship of dominance through the use of power. Due to their position and function in global production, these agreements are controlled because of the dignity and trust enjoyed by the group as a whole. Meanwhile, the second function is to function as a state apparatus with legal authority and authority to enforce discipline in the masses, namely groups that do not agree on everything, either actively or passively.20
According to Gramsci, intervention in reason or frame of mind, idealized biological illustrations, culture and values, and common sense are characteristics of hegemony that exclusive groups seek to establish through consensus. From powerful mobs opposing weak groups to dominant mobs opposing minority mobs, all of these interventions are carried out
17 Frans Magnis Suseno, Karl Marx's Thought from Utopian Socialism to Revolutionary Disputes, (Jakarta:
PT Sun, 1999), H.88.
18 Frans Magnis Suseno, Karl Marx’s Thought From Utopian Socialism to Revolutionary Dispute (Jakarta:
Pt Sun, 1999).
19 Antonio Gramsci, Prison Notebooks, Translate Teguh Wahyu Utomo (Yogjakarta: Student Library, 2013).
20 Peter Barry, Beginning Theory, A Comprehensive Introduction to Literary and Cultural Theory, Translate.
Harviyah Widiawati and Evi Setyarini, (Yogyakarta: Jalasustra, 2010).
94 by those in power. Gramsci defines intervention as a situation in which a historical bloc or faction of the ruling class exercises social authority and leadership over a discriminating class through a combination of force and agreement, which replenish one another without imposing much power.21
Modern Market Domination Against Traditional Market Existence
Modern markets are similar to traditional markets in that sellers and buyers do not interact directly, but buyers see price tags on products and are present at the venue, and services are provided independently (self-service) or by salespeople. Apart from food, goods sold include: nine basic needs, household goods, and various other needs. The majority of other goods being sold are durable goods. Alfamart, Indomaret, and supermarkets are examples of modern markets.22
Based on the provisions of Law No. The economic activities of citizens with a maximum net worth of IDR are defined by Law No. 9 of 1995. 200.000.000,- (one hundred million rupiah), excluding land and buildings used as a business location or for individuals who make at least IDR per year in sales. They are owned by Indonesian citizens and amount to one billion rupiah. Small Struggle is a store that sells kitchen and household items, as well as nine main ingredients (groceries). Communities that resemble townships and housing estates and which are often found on the roadside are found next to small shops and nearby homeowners.23
The dominance of the modern market has a significant impact on small and medium enterprises. As a result, the weaknesses of small businesses are becoming increasingly apparent. These deficiencies are ingrained characteristics that are very challenging to replace. In facing competition from newer stores, the weaknesses of small shops include design, regional appearance, layout, variety and quality of goods, promotions, limited shop hours, and maximizing sales space efficiency. Poor strategic planning, a lack of cooperation with investors, and limited access to capital due to inadequate collateral are additional contributors to underdevelopment.24
The distribution of goods and services and the distribution of wealth, which were previously controlled by small businesses, have shifted as a result of dominance, which is
21 Ibid, h, 40.
22 Andini elisabeth, “Http://Andinielizabeth.Wordpress.Com/2013/04/17/Pasar-Tradisionaldan-Pasar- Modern/,” (on access date 23 November 2022)
23 Dathiessa Claudia Horax, “Legal Sociological Study of the Existence of Minimarket Franchise in Makassar City”” (Hasanudin University Makassar, 2013).
24 Ibid, H. 41.
usually only controlled by certain groups of parties, despite the fact that there are more people whose lives are supported by the existence of small businesses.
Naturally, the direct impact of derivatives will also be felt very significantly and affect small shop owners from all walks of life if this phenomenon is not addressed. The large number of new business sectors such as Almart and Indomaret in cities has harmed the small shops that include. Owners of small shops in the Alfamart and Indomaret areas will experience losses due to a significant decrease in people's income at or near Alfamart.
Small business owners feel disadvantaged as a result of setting up modern stores that are adjacent to their businesses. As a result, sales turnover decreases due to fewer customers. People in the city prefer shopping at Alfamart over small shops because of the presence of Alfamart, which is adjacent to small shops. Alfamart not only meets the main requirements for quality assurance but also has a clean and air-conditioned environment and prices that are comparable to or even lower than those of small shops, resulting in losses for shop owners.25
This study identifies the form of hegemonic domination practiced by modern markets over the existence of small and medium enterprises, power dominance in relation to Gramsci's theory of hegemony, and a form of dominance used by modern markets to control social situations by involving the state. In this case, states or governments increase the number of small and medium-sized businesses almost every year instead of implementing a serious zoning system that separates modern markets.
The path of domination, in which rules are used to govern society, is how the state or government has exercised hegemony. When using a community approach, this dominance pattern usually contributes to the use of local regulations. This practice is consistent with Gramsci's idea that domination is hegemony. The capitalist economic system is a social system in which certain social groups can take actions against smaller groups of people and even force these small groups to follow the will of the dominant group if the group has power or resources.
If you look at this phenomenon, the level of hegemony that the modern market has over small and medium enterprises is called "minimum hegemony." Minimum hegemony is based on the ideological unity that exists between economic, political, and intellectual elites.
This ideological unity coincides with a reluctance to allow mass intervention in state affairs.
The hegemonic ruling hordes do not want to adjust their goals and interests to the goals and
25 Ibid, 55.
96 interests of other classes of citizens. Because it is evident that only a small number of community groups function as decision-makers.
Executed hegemony. There is a potential for conflict and gaps that will be felt by the surrounding community, especially small-scale economic actors. In general, modernization of the economic system is needed.26 However, what needs to be noted is the need to regulate zoning regulations for modern markets at this time so as not to directly weaken traditional markets.
The modern hegemony applied to small and medium enterprises, despite the fact that there is no gap in the masses today, strengthens the rights of small and medium enterprises that use shops/kiosks. merchandise the modern hegemony applied to small and medium enterprises, despite the fact that there is no gap in the masses today, strengthens the rights of small and medium enterprises that use shops or kiosks. merchandise comparable to that found in modern shops, such as the modern market itself. The above- mentioned dominance is based on current buyer figures and current small shop traders.
Despite the fact that government officials could identify modern stores, such as Alfamart, small shopkeepers did not have access to them at the time.
CONCLUSSION
The presence of modern markets is increasingly shifting traditional markets that sell the same goods as those in modern shops. This has an impact on the number of consumers, which continues to decrease, so that it also affects the income of these small and medium-sized business traders. Even though the government has stipulated rules regarding the existence of modern shops like Alfamart, until now, domination and injustice are still felt by traders who own small shops.
In the eyes of Gramsci's theory of hegemony, the level of hegemony exercised by the modern market towards small and medium enterprises is at the minimum level of hegemony. This phenomenon can be seen in certain social groups being able to take action against small groups of people, or even being able to make other groups do something with the wishes of the dominant group if the group has power or material resources; this is what is called the capitalist economic system.
26 Arief Dwi Saputra and Alfina Rahmatia, “Islamic Financial Literacy Index of Students: Bridging SDGs of Islamic Finance,” Economics and Finance in Indonesia 67, no. 1 (2021): 34, https://doi.org/10.47291/efi.v67i1.730.
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