Strategi Pemasaran Bawang Merah di Pasar Tradisional Medan: Analisis Multidimensional Kapital Sosial dan Adopsi Digital

Abstract

This qualitative study investigates the multidimensional marketing strategies employed by traditional market shallot traders in Medan, Indonesia. Conducted over six months, the research involved 45 purposively selected traders and applied thematic analysis informed by narrative inquiry to examine strategies related to product, pricing, distribution, and promotion. Data were collected through participant observation, in-depth interviews, and focus group discussions to capture traders' strategic behavior within informal business settings characterized by limited capital and social networks. The findings reveal that traders rely on minimalist product differentiation, trust-based pricing mechanisms, and multi-channel distribution supported by bonding social capital to sustain competitiveness. Although digital marketing offers new business opportunities, its adoption remains limited, with only 32% of traders utilizing digital platforms. This low adoption is influenced by limited digital literacy, inadequate technological infrastructure, and perceptions that digital marketing is not fully compatible with traditional trading practices and livelihood sustainability. The study highlights the continued importance of social capital in maintaining business resilience while identifying barriers to digital transformation within the informal economy. These findings contribute to a better understanding of informal market dynamics and provide evidence-based recommendations for developing inclusive digitalization policies that promote technological advancement while preserving the sustainability of traditional market livelihoods.