Peran Pedagang Pakaian Dalam Menghadapi Perubahan Fashion Lifestyle Masyarakat DI Pasar Bandung Tulungagung

Abstract

Digitalization has transformed people’s fashion lifestyle, which has implications for the declining popularity of clothing traders in traditional markets. This decline is presumed to be triggered by decreasing consumer interest in shopping directly at the market. To maintain their existence and image, clothing traders rely on non economic strategies, one of which is by strengthening social networks. The social networks established in Pasar Bandung, Tulungagung have proven to help traders retain customers through mechanisms of trust and consumer loyalty. This study aims to analyze the role of clothing traders in responding to changes in community fashion lifestyles at Pasar Bandung, Tulungagung, using Mark Granovetter’s theory of Social Embeddedness. This research employs a descriptive qualitative method with data collection techniques through in-depth interviews, participatory observation, and documentation. The analysis is focused on the perspective of clothing traders.