Strategic Decision of Sudimampir Market Traders Banjarmasin in Dealing with Changes in the Business Environment

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Print ISSN 2777-0168| Online ISSN 2777-0141| DOI prefix: 10.53893 https://journal.gpp.or.id/index.php/ijrvocas/index

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Strategic Decision of Sudimampir Market Traders Banjarmasin in Dealing with Changes in the Business Environment

Nailiya Nikmah

^*

, Julkawait, Nurul Qalbiah, Hikmahwati

Department Accounting, Politeknik Negeri Banjarmasin, Banjarmasin, Indonesia

Email address:

[email protected]

*Corresponding author

To cite this article:

Nikmah, N. ., Julkawait, Qalbiah, N. . ., & Hikmahwati. Strategic Decision of Sudimampir Market Traders Banjarmasin in Dealing with Changes in the Business Environment. International Journal of Research in Vocational Studies (IJRVOCAS), 2(3), 07–15.

https://doi.org/10.53893/ijrvocas.v2i3.115

Received: November 29, 2022; Accepted: December 12, 2022; Published: December 15, 2022

Abstract:

The business environment is always changing rapidly and continuously because the world has entered the era of economic globalization, politics, the era of information technology, and the era of a management revolution. Changes in the environment cause business units to have to make adjustments to these changes and the competition to use their capabilities to the maximum extent possible, to excel in the competition. Business units make the right decisions in determining strategies that can be used to face competition. This study aims to explain strategic decision-making in dealing with changes in the business environment carried out by traders at Sudimampir Banjarmasin Market. The type of research conducted is descriptive qualitative research. The research was conducted at the Sudimampir Market, conducted from June to November 2022. Based on the results of the study, it can be concluded that the strategic decisions used by the traders of Pasar Sudimampir Banjarmasin in the internal business environment are selling goods not depending on certain brands, maintaining the availability of merchandise, selling goods that are easy to obtain, setting selling prices cheaper than competitors, looking for places strategic business, maintain customer satisfaction with the goods sold, pay attention to the number of employees sufficient to serve buyers and provide good service to attract consumers' interest, maintain the quality of products sold to gain consumer confidence, the availability of sufficient capital to manage the business, and not make loans to increase capital. The strategic decisions used in the external business environment are to pay attention to the ability of consumers to buy and this affects the selling price and quality of the products offered; have a permanent supplier to maintain the quality of the products offered; keep selling offline during the covid- 19 pandemic; and offline sales are the main focus of sales and the use of digital technology in sales and promotions carried out by some traders in the Sudimampir Market, Banjarmasin.

Keywords:

strategic management, business environment, sudimampir market

1. Introduction

The business environment is always changing rapidly and continuously. The business environment generally consists of the internal environment and the external environment.

Things that can be included in this internal environment include management and organizational structure, organizational policies, financial resources, human resources, employee attitudes, and behavior [1]. The external

environment includes the ups and downs of economic conditions, changes in the social and political climate, technological developments, suppliers, competitors, and changes in government policies [2]. This environmental change causes business units to adapt to the environment and changes, replace existing perceptions, improve performance, and influence changes in the future [3].

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The emergence of competition in the business world is unavoidable. With competition, business units are faced with various opportunities and threats both from outside and from within the country. For this reason, every company is required to always understand and understand what is happening in the market and what consumers want and changes in the business environment so that they can compete with other business units. Thus, business units are required to make the right decisions in determining strategies that can be used to face competition. The decisions taken require a series of information in running their business [4].

In this condition full of uncertainty, MSMEs will be exposed to financial distress, so it is necessary to take strategic steps to maintain their business during the crisis and make recovery [5]. The magnitude of the influence of technology in the current era of disruption coupled with the COVID-19 pandemic has had a major impact on the sustainability of Small and Medium Enterprises (SMEs) businesses. Based on the survey results, as many as 96% of SMEs admitted that they had experienced the negative impact of Covid-19 on their business processes. As many as 75% of them experienced the impact of a significant decline in sales [6], [7].

Not only that, 51% of SME players believe that the business they run will most likely only last one month to the next three months. As many as 67% of SMEs experience uncertainty in obtaining access to emergency funds, and 75%

feel they do not understand how to make policies in times of crisis. Meanwhile, only 13% of SMEs believe they have a crisis management plan and find solutions to sustain their business [8].

The sales decline and the sluggish market were also felt by traders at the Sudimampir Market due to changes in the business environment in the digital era and due to the COVID-19 pandemic. Therefore, a strategic decision is needed in dealing with the changing business environment.

Strategic decisions are forms of decisions made by placing views and long-term analysis [9]. One of the most basic reasons a business unit needs to make strategic decisions is to want to position the company as a business unit that has competency value in the market. Without decisions that have strategic value, the company's ability to compete in the market will be difficult to do, because strategy is a tool to achieve certain goals or create a competitive advantage by looking at the company's external and internal factors that can affect the company [10]–[13].

The decision-making process plays a major role in business development. The success of a small business or MSME is highly dependent on the decision-making practices carried out by the organization. However, it seems that decision-making in small organizations or MSMEs is often carried out by organizational owners who sometimes rely heavily on their entrepreneurial spirit [2].

Research on the decision-making process in small organizations or SMEs is still rare [14]. Most of the research on decision-making processes has been carried out in large and multinational organizations. The decision-making process is crucial for the continuity of the business unit.

Strategic decision-making is a tiered and independent stage formed based on a variety of triggering factors that arise from events in the past, present, and possibly in the future [15], [16]. In MSMEs, the decision-making process is carried out by an owner or manager who often consists of an individual, the decisions made are sometimes personal choices. In making decisions by choosing a particular behavioral alternative from two or more existing alternatives [17].

Meanwhile, strategic decisions should be chosen to reduce environmental uncertainty [18].

Because strategic decision-making in small organizations or MSMEs is very important in making decisions to deal with the rapid changes in the business environment, this study raises the issue of Strategic Decision Analysis of traders at the Sudimampir Market Banjarmasin in facing changes in the business environment.

2. RESEARCH METHODS

2.1. Types of research

The type of research conducted is descriptive qualitative research. The research was conducted at the Sudimampir Market, Banjarmasin. The types of data in this study are primary data and secondary data. The primary data needed in this research is data obtained from direct interviews with Traders at the Sudimampir Market, Banjarmasin, by asking several questions related to strategic decisions in dealing with changes in the business environment. The secondary data used are the results of previous research, literature, and data from the object of research needed in the preparation of this study.

2.2. Data collection technique

The data collection technique in this study interviewed, by holding questions and answers to Traders in the Sudimampir Market, Banjarmasin to obtain information related to the research problem by taking a sample of 100 traders in the Sudimampir Market, the products sold with the qualifications of shoes and bags, household utensils, clothing, cloth, and prayer tools.

2.3. Data collection technique

Data analysis was carried out throughout this study and was carried out continuously from the beginning to the end of the study. The research process in the form of a cycle includes data collection, data display, data reduction, and conclusions [19].

The data analysis technique in this study used the following steps:

1. Collecting data through literature studies and conducting observations and interviews with related parties.

2. Classify the data that has been collected into certain categories.

3. Compare and analyze the classified data.

4. To interpret the data as a basic principle of qualitative research.

5. Concluding the findings into research results for further

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research recommendations that are useful for the community.

3. RESULTS AND DISCUSSION

3.1. Strategic Decisions of Sudimampir Banjarmasin Market Traders in the Internal Business Environment.

To find out the strategies used in the internal environment of the Banjarmasin Sudimampir Market traders, several questions were used with interviews and distributed questionnaires as follows:

Question 1 is whether the brand of the product offered sssssss consumer purchases. From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 20% stated strongly agree, 37% agreed, 38% disagreed, and 5% strongly disagreed. As shown in graph 1 below:

Graph 1. Product Brands Offered Affect Consumer Purchases

The data shows that the brand of a product for most of the Sudimampir Market traders influences consumer purchases so the strategy taken is to prioritize the brand in selling a product.

However, most others view that the brand of a product does not influence consumer purchases so the strategy taken in selling the product does not depend on the brand.

Question 2 is the product being sold in sufficient quantity.

From the results of interviews with the distribution of questionnaires that have been carried out, 31% of traders at Pasar Sudimampir Banjarmasin stated strongly agree, 64%

agreed, 5% disagreed, and 0% strongly disagreed. As shown in graph 2 below:

Graph 2. There are quite a lot of products for sale

The data shows that almost all traders have a large enough stock of products to sell to consumers, this is a trader's strategy to attract buyers because goods are always available and meet

purchase needs in large quantities.

Question 3 is whether the product being sold easily to obtain. From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 31% stated strongly agree, 61% agreed, 8%

disagreed, and 0% strongly disagreed. As shown in graph 3 below:

Graph 3. Products that are sold are easy to get The data shows that almost all traders sell products where the goods are easy to get. This strategy is used by traders for smooth sales to meet the stock of goods sold. The scarcity of obtaining goods sold will affect the buyer.

Question 4 is the price offered to consumers/buyers affordable? From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 34% stated strongly agree, 64% agreed, 2%

Graph 4. Prices offered to consumers/buyers are

affordable

The data shows that almost all traders sell products to buyers at affordable prices. This strategy is used by traders to attract buyers and to be able to compete with other traders who sell similar products.

Question 5 whether to do the calculations to determine the price of the product. From the results of interviews with the distribution of questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 48% stated strongly agree, 40% agreed, 12% disagreed, and 0% strongly disagreed.

As shown in graph 5 below:

stated strongly

agree 20%

agreed 37%

disagreed 38%

Strongly disagree

5%

agree agreed 31%

64%

disagreed 5%

0%

agree 31%

agreed 61%

disagreed

8% Strongly disagree

0%

stated strongly agree

34%

agreed 64%

disagreed

2% Strongly

disagree 0%

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Graph 5. Performing Calculations to Determine Product Prices

The data shows that almost all traders perform calculations in setting the selling price of the product. This strategy is used by traders to set sales prices that can be adjusted to the ability of consumers to buy merchandise and offer products cheaper than competitors.

Question 6 is whether the product being sold is easy to obtain. From the results of interviews with the distribution of questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 10% stated strongly agree, 55%

stated agree, 35% stated disagree, and 0% stated strongly disagree. As shown in graph 6 below:

Graph 6. The price of the product offered is cheaper than competitors

The data shows that almost more than 55% of traders sell products cheaper than competitors. This strategy is used by merchants to attract consumers to buy merchandise and find customers.

Question 7 is the location/location of the business in a strategic place. From the results of interviews with the distribution of questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 55% strongly agree, 41% agree, 4% disagree, and 0% strongly disagree. As shown in graph 7 below:

Graph 7. Strategic Business

The data shows that most traders state that strategic business locations are easily accessible by buyers to be competitive and affect sales because they are easily accessible by buyers. This strategy is used by traders to increase sales of merchandise.

Question 8 is whether the customer is satisfied with the product purchased. From the results of interviews with the distribution of questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 51% stated strongly agree, 49% agreed, 0% disagreed, and 0% strongly disagreed.

Graph 8. Customers Are Satisfied With The Products Purchased

These data indicate that traders pay attention to customer satisfaction in selling products. This strategy is used by merchants to turn buyers into repeat customers and increase sales of merchandise. Question 9 is whether the product being sold easily to obtain. From the results of interviews with the distribution of questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 58% stated strongly agree, 38% agreed, 4% disagreed, and 0% strongly disagreed.

agree 55%

agreed 41%

disagreed 4%

Strongly disagree0%

stated strongly agree

48%

agreed 40%

0%

agree 10%

agreed 55%

agree 51%

Setuju 49%

disagreed 0%

Strongly disagree 0%

agree 58%

agreed 38%

disagreed 4%

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Graph 9. Sufficient Number of Workers

The data shows that traders have sufficient workers/employees to serve purchases. This strategy is used by traders to provide services that can serve purchases.

Question 10 is whether to maintain the level of consumer confidence in quality. From the results of interviews with the distribution of questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 55% strongly agree, 43% agree, 2% disagree, and 0% strongly disagree. As shown in graph 10 below:

Graph 10. Maintaining the level of consumer These data indicate that traders maintain the quality of goods sold to consumers. This strategy is used by traders to maintain the level of consumer confidence.

Question 11 whether the services provided by employees/traders attract consumers' interest. From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 38% stated strongly agree, 60% agreed, 2% disagreed, and 0% strongly disagreed.

Graph 11. Services Provided by Employees/Traders Attract Consumers

The data shows that traders have workers/employees who provide good service to purchasers. This strategy is used by traders to provide convenience so that it attracts buyers' interest in the goods being sold.

Question 12 is whether business finances are managed separately from personal finances. From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 20% stated strongly

agree, 17% agreed, 52% disagreed, and 11% strongly disagreed. As shown in graph 12 below:

Graph 12. Business Finances Are Managed Separately from Personal Finances

The data shows that more than 52% of traders mix business financial management with personal finance, this is done because they consider personal business and are classified as small businesses. Financial management strategies are used to determine the exact amount of funds spent for trading business operational activities only.

Question 13 is there sufficient capital available to manage the business? From the results of interviews with the distribution of questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 32% stated strongly agree, 60% agreed, 8% disagreed, and 0% strongly disagreed.

Graph 5.13. Sufficient Capital Available to Manage Your Business

The data shows that traders feel that they have sufficient capital to manage their business. The strategy of capital availability is used by traders for smooth business operations.

Question 14 is whether the product being sold is easily to obtain. From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 4% stated strongly agree, 8% agreed, 36%

agree 32%

agreed 60%

disagreed 8%

agree 55%

agreed 43%

disagreed 2%

agree agreed 38%

60%

disagreed 2%

agree 20%

agreed disagreed 17%

52%

11%

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Graph 14. Increase Business Capital by Borrowing These data indicate that traders do not borrow when adding business capital and are sufficient to manage the existing capital in the business activities carried out. This strategy is used by traders to avoid being unable to pay installments due to sluggish business sales.

3.2. Strategic Decisions of Sudimampir Banjarmasin Market Traders in the External Business Environment.

To find out the strategies used in the external environment of the Banjarmasin Sudimampir Market traders, several questions were used with interviews and distributed questionnaires as follows:

Question 1 does the merchant pay attention to the ability of consumers to buy? From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 50% stated strongly agree, 44%

Graph 15. Covid-19 Pandemic Affects Sales Level

These data show that traders pay attention to the ability of consumers to buy to set the selling price. This strategy is used to influence consumers to buy the goods offered and make it easier for a company to compete with other traders.

Question 2 is whether the Covid-19 pandemic affecting the level of sales. From the results of interviews with the distribution of questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 91% strongly agree,

7% agree, 2% disagree, and 1% strongly disagree. As shown in graph 16 below:

Chart. 16. Covid-19 Pandemic Affects Sales Level

The data shows that during the Covid-19 pandemic the level of sales decreased. The decline in sales was not only experienced by traders at Sudimampir Market but almost all MSMEs in Indonesia. The strategy carried out by traders is to lower the selling price and keep selling in the market.

Question 3 does the covid-19 pandemic affect the sales strategy from offline to online sales? From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 18% stated strongly agree, 32% agreed, 20% disagreed, and 30% stated strongly disagree. As shown in graph 17 below:

Graph 17. The Covid-19 Pandemic Affects Sales Strategy

From Offline To Online Sales

The data shows that during the Covid-19 pandemic 50% of traders continued to sell offline at the Sudimampir Market and 50% of the others added online sales. The strategy of continuing to sell offline is considered the most effective by most traders because the Sudimampir Market is a sales center that is known by the people in South Kalimantan and is the go- to place to buy goods, especially for clothing and fabric traders. As for some others who started using online sales to increase the sales promotion of their goods.

Question 4 is the PPKM policy during covid-19 still selling in the offline market? From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 22% stated strongly agree, 50%

agreed, 22% disagreed, and 6% strongly disagreed. As shown stated

strongly agree

4%

agreed 8%

52%

agree 50%

agreed 44%

disagreed

5% Strongly disagree

1%

agree 91%

agreed 7%

disagreed 2%

0%

agree 18%

agreed 32%

30%

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in graph 18 below:

Graph 18. PPKM Policy During Covid-19 Continues to Sell in the Offline Market

The data shows that even though the PPKM policy during COVID-19 was enforced, more than 50% of traders continued to sell offline in the market. This strategy is carried out by traders to increase sales which have decreased due to the COVID-19 pandemic.

Question 5 is whether consumers often buy a lot of products. From the results of interviews with the distribution of questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 11% stated strongly agree, 38%

Graph 19. Consumers Often Buy Many Products

The data shows that most buyers do not buy goods in large quantities, although almost all traders, apart from selling goods at retail, also sell wholesale. A selling strategy at a lower price is when buyers buy goods in large quantities to attract customers who resell goods at retail.

Question 6 does the trader have a regular supplier? From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 45% stated strongly agree, 51% agreed, 4% disagreed, and 0% strongly disagreed. As shown in graph 20 below:

Graph 20. Have a Fixed Supplier

The data shows that more than 90% of Sudimampir Market traders buy goods from fixed suppliers. This strategy is carried out by buying at the same place, namely the quality of the goods is known and the ease of availability of merchandise.

Question 7 whether supplier deliveries are scheduled and on time. From the results of interviews with the distribution of questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 8% said they would strongly agree, 28% agreed, 49% said they disagreed, and 15% said they strongly disagree. As shown in graph 21 below:

Graph 12. Scheduled And Time Supplier Delivery

The data shows that more than 50% of market traders buy unscheduled goods but based on the availability of goods to be sold because sales are uncertain, the purchase of merchandise is also scheduled so that goods sent by suppliers are also unscheduled. This strategy is carried out by traders to adjust to the available capital.

Question 8 is whether the quality of the goods is in accordance with the price offered. From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 38% stated strongly agree, 60% agreed, 2% disagreed, and 0% strongly disagreed.

agree 22%

agreed 50%

agree 11%

agreed 38%

1%

agree 45%

agreed 51%

disagreed

4% Strongly

disagree 0%

agree 8%

49%

15%

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Graph 22. Quality of Goods According to the Price Offered

The data shows that more than 80% of market traders offer prices adjusted to the quality of the goods sold. This strategy is carried out by traders according to the market segment.

Question 9 does the merchant have many competitors on the same product? From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 45% stated strongly agree, 36%

Graph 23. Have Many Competitors on The Same Product

The data shows that more than 80% of the goods sold by market traders are also sold by other traders in the Sudimampir Market, Banjarmasin. The strategy taken by traders is to set competitive prices and provide good service to buyers.

Question 10 whether sales are also made online (Tokopedia, Lazada, Bukalapak, Blibli, Shopee, and so on).

From the results of interviews with questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 17% stated strongly agree, 35% agreed, 12% disagreed, and 36% strongly disagreed. As shown in graph 24 below:

Graph 24. Sales are also carried out online (Tokopedia, Lazada, Bukalapak, Blibli, Shopee, and so on)

The data shows that more than most of them only sell offline and most of them also sell online, but the main focus is offline sales at the Sudimampir Market, Banjarmasin. This strategy was carried out because the Sudimampir Market is one of the largest markets in Banjarmasin and has long been established since the Dutch colonial era and is considered by traders to be the most effective in making sales.

Question 11 whether to do online promotions to consumers/customers to get to know the products offered.

From the results of interviews with the distribution of questionnaires that have been carried out by traders at Pasar Sudimampir Banjarmasin, 22% strongly agree, 33% agree, 9%

disagree, and 36% strongly disagree. As shown in graph 25 below:

Graph 5.25. Doing Online Promotion to Consumers/

Customers to Get to Know The Products Offered

The data shows that most do not do online sales promotions.

The promotion strategy by utilizing digital technology has not been carried out by all traders at the Sudimampir Market.

4. Conclusion

From the description above, it can be concluded that the strategic decisions used by the traders of Pasar Sudimampir Banjarmasin in the internal business environment are selling goods not depending on certain brands, maintaining the availability of merchandise, selling goods that are easy to obtain, setting selling prices cheaper than competitors, looking for a strategic place of business, maintain customer satisfaction with the goods sold, pay attention to the number of employees sufficient to serve buyers and provide good service to attract consumers' interest, maintain the quality of products sold to gain consumer confidence, the availability of sufficient capital to manage the business, and not making loans to increase debt on the grounds of inability to pay installments due to sluggish sales due to declining sales during the covid- 19 pandemic. The strategic decisions used by the traders of Pasar Sudimampir Banjarmasin in the external business environment are paying attention to the ability of consumers to buy and this affects the determination of the selling price stated

strongly agree

38%

agreed 60%

disagreed 2%

0%

agree 45%

agreed 36%

0%

agree 17%

12%

36%

agree 22%

agreed 33%

disagreed 9%

36%

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and quality of the products offered, having a permanent supplier to maintain the quality of the products offered, continuing to sell offline when the covid-19 pandemic and the implementation of PPKM during the covid pandemic, and offline sales are the main focus of sales and the use of digital technology in sales and promotions carried out by some traders at the Sudimampir Market Banjarmasin.

Acknowledgements

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