Strategy of Managing Sunday Morning Market in Gadjah Mada University and its Effect on Sellers’ Income

Azis Muslim, Arina Bariroh

Abstract


Sunday Morning market can be the driver of community’s economic growth. This market can encourage the development of small and medium scale enterprises. Nevertheless, this market existence is often considered as harmful to environment as it is usually established on the street edge and causes a traffic jam. It is reasonable that this market is vulnerable to eviction. Therefore, this market needs well-management in order to stay and avoid eviction. This research aimed to explore Sunday Morning market managing strategy in Gadjah Mada University conducted by market organizer and its effect on sellers’ income. This research was conducted using qualitative approach. The result of research showed that before specifying the strategy to be taken in market management, the management should first do observation on market environment by analyzing strength, weakness, opportunity, and threat. Considering the result of analysis, nine strategies were determined to manage Sunday Morning market. The nine strategies specified, in fact, exerted different effect on sellers’ income: some of them could increase income, some could not, and some had no effect at all.


Keywords


Market, Management Strategy, Sellers’ Income.

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DOI: https://doi.org/10.29313/mimbar.vol34iss2pp%25p

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