PERILAKU PEDAGANG DALAM MEMPERTAHANKAN USAHA DIMASA PANDEMI COVID-19 (STUDI KASUS WARUNG KELONTONG DI DESA SUNGAI PINANG KECAMATAN HULU KUANTAN KABUPATEN KUANTAN SINGINGI)

Abstract

This research was conducted in Sungai Pinang Village, Hulu Kuantan District, Kuantan Singingi Regency with the aim of knowing the behavior of traders in maintaining business and trading strategies in the business of grocery stall traders in Sungai Pinang Village. This research uses descriptive qualitative research method by taking 4 informants. The theory used is the theory of social action. This study aims to describe the trading strategies and behavior of grocery shop traders in Sungai Pinang Village, Hulu Kuantan District, Kuantan Singingi Regency. The grocery shop traders improve product quality, improve service quality, take advantage of family members, reduce inventory, add new menus. In addition, they also carry out word of mouth promotions, and establish good relationships with buyers/customers. This study uses data collection techniques using observation techniques (observations), interviews, and documentation. The results of the research on trading strategies in the business of grocery shop traders have 3 strategies, namely active strategies, passive strategies, and network strategies. Among these 3 strategies, the most dominant one used by this grocery store trader is the active strategy. By improving the quality of goods, improving the quality of services and seeking additional income or side jobs.

Keywords: Grocery Shop Trader, Survival Strategy, Social Action