Rasionalitas Padagang Usaha Mikro Kecil Menengah (UMKM) di Kawasan Risiko Bencana Pantai Cemara Desa Mojomulyo

Abstract

This study aims to describe the rationality of Micro, Small, and Medium Enterprise (MSME) actors at Cemara Beach. The background of this study arises from the occurrence of coastal abrasion disasters along the southern coastline, where traders continue to conduct buying and selling activities in the disaster-prone area, disregarding the dangers that may occur at any time. The method employed in this study is qualitative, using a phenomenological approach and applying the conceptualization of affective, value-based, traditional, and instrumental rationality among traders at Cemara Beach. The data in this study were collected through observation, in-depth interviews, and documentation in the form of visual and audio media. The results indicate that traders at Cemara Beach possess both rational and non-rational reasons for sustaining their businesses. Rational reasons include selecting locations close to visitors, using easily dismantled materials, and upholding humanitarian values and loyalty. Non-rational reasons include following the practices of previous traders and relying on ancestral knowledge as a foundational basis. This study contributes theoretically by providing insight and knowledge, and contributes practically as a useful source of information or literature review regarding the rationality of traders in disaster risk areas.