Sales Strategy of Deep-Clothes Traders in Facing Changes in Consumer Behavior in the Modern Fashion Era (Case Study of Mojo Market, Mojo District, Kediri Regency)
Keywords:
Sales Strategy, Consumer Behavior , the Modern Fashion EraAbstract
This study aims to analyze the sales strategies used by clothing vendors at Mojo Traditional Market, Kediri Regency, in addressing changing consumer behavior in the modern fashion era, which is currently dominated by the rapid growth of e-commerce. The development of digital platforms such as Shopee, Tokopedia, and TikTok Shop can lead to a 65% decline in consumer visits to traditional markets, forcing vendors to adapt to survive. This study used a qualitative approach with in-depth interviews and direct observation of vendors with at least two years of trading experience. The results of this study indicate a change in consumer behavior, with consumers choosing the convenience of online shopping due to price and convenience. Vendors are now adopting various strategies such as price reductions, discounts, credit sales, and simple social media marketing. This study recommends integrating offline and online strategies with digital training to increase the competitiveness of traditional markets, which is useful for facing competition in the modern fashion era.References
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