The Future of Traditional Markets: A Qualitative Analysis of Traders' Strategies in Facing Digital Disruption in Bali

Abstract

This study aims to analyze the strategies of traditional market traders in facing digital disruption and the increasing dominance of modern markets in Bali. The phenomena of digitalization and the expansion of modern retail have placed significant pressure on the sustainability of traditional markets, which have long been the backbone of family economies and social interaction spaces for the community. The research method used is qualitative with an exploratory approach, through in-depth interviews and participatory observation of 7 traders in several traditional markets in Bali. The results of the study indicate that all traders experience obstacles, such as fluctuations in commodity prices, vulnerability of perishable products, and intense competition with modern stores. However, the traders were still able to survive by implementing adaptation strategies, including maintaining the quality of their goods, offering affordable prices, keeping their stalls clean, and continuing to trade despite unstable income. These findings confirm that traditional markets still play an important role in supporting family economies and maintaining social functions within the community, even under the pressure of modern market developments and digital transformation. The future of traditional markets in Bali heavily depends on the traders' ability to preserve social and cultural values, as well as the quality of services that modern markets do not offer. Additionally, supportive policies and inclusive innovations are needed for traditional markets to continue surviving and thriving in the digital economic ecosystem.