Digital Marketing Challenges in Traditional Markets: Developing Collaboration Models between Traders and Local SMEs in Banjarmasin City
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Abstract
Like many other Indonesian cities, traditional markets in Banjarmasin City are grappling with significant challenges amid the rapidly evolving digital marketing landscape. With the exponential growth of e-commerce and online platforms, consumer behavior has undergone a seismic shift, presenting traditional markets with formidable obstacles to maintaining competitiveness. This study aims to develop a model of policy collaboration between traditional market traders and local SMEs to address the digital marketing challenges faced by Banjarmasin City. Employing a qualitative approach, in-depth interviews were conducted with traditional market traders and local SME owners in Banjarmasin City. Thematic analysis of the gathered data revealed the primary challenges confronting both parties and informed the development of an effective model of policy collaboration. Findings underscore the importance of collaboration between traditional market traders and local SMEs in navigating the digital marketing landscape. The proposed model of policy collaboration includes initiatives to bolster digital infrastructure in traditional markets, provide digital marketing training to traders and local SME owners, and foster collaboration between parties to devise effective marketing strategies. Establishing a model of policy collaboration between traditional market traders and local SMEs is pivotal in ensuring the sustainability and competitiveness of traditional markets in Banjarmasin City. This approach holds promise in fortifying the local business ecosystem and fostering sustainable economic growth at the grassroots level.