KERENTANAN EKONOMI TOKO KELONTONG DI ERA DIGITAL (STUDI KASUS KECAMATAN GEMARANG)

Wulandari, Anggun Novita (2025) KERENTANAN EKONOMI TOKO KELONTONG DI ERA DIGITAL (STUDI KASUS KECAMATAN GEMARANG). S1 thesis, UNIVERSITAS PGRI MADIUN (UNIPMA).

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Abstract

emarang District in the digital era. The main focus of the study includes marketing strategies used by grocery stores, the impact of competition with modern businesses and digital platforms, survival strategies implemented to face economic pressures, and the challenges and opportunities emerging in the digital era. The research method used was a case study with a qualitative approach, involving field observations, in-depth interviews with grocery store owners, and other supporting documentation. The results show that most grocery stores still rely on conventional marketing methods such as word-of-mouth promotion and direct customer service. Competition with modern stores and online shopping platforms puts significant pressure on their turnover and business continuity. However, some businesses have begun implementing survival strategies such as improving service, diversifying products, and engaging in local collaboration. The main challenges faced are limited access to technology, lack of digital literacy, and changes in consumer behavior. On the other hand, the digital era also offers opportunities such as the use of social media for promotions and the use of app based delivery services. This study recommends the need for digitalization training support and strengthening local business networks as strategic steps to increase the competitiveness of grocery stores amidst the changing digital economic landscape.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Economic Vulnerability, Grocery Store, Kerentanan Ekonomi; Toko Kelontong
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HF Commerce T Technology > TX Home economics
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi
Depositing User:	WULANDARI NOVITA ANGGUN
Date Deposited:	15 Aug 2025 06:05
Last Modified:	15 Aug 2025 06:05
URI:	http://eprint.unipma.ac.id/id/eprint/4116

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