Communication Management And Consumer Trust In Traditional Markets: Digital Adaptation Strategies Of Local Traders In Post Pandemic In Solo, Central Java

Abstract

This study examines communication management and consumer trust in traditional markets through the digital adaptation strategies implemented by local traders in the post-pandemic era in Surakarta. The COVID-19 pandemic significantly transformed consumer behavior by accelerating the use of digital communication and online transaction systems within traditional market environments. This research aims to analyze the challenges faced by traditional traders in adapting to digital communication systems, identify effective communication strategies used to maintain consumer trust, and explore the implications of digital adaptation for the sustainability of traditional markets in the digital era. This study employed a qualitative descriptive approach with a case study orientation focusing on several traditional markets in Solo, including Pasar Gede and Pasar Klewer. Data were collected through in-depth interviews, participant observation, and documentation studies involving traders, consumers, and market management representatives. The collected data were analyzed using interactive qualitative analysis techniques consisting of data condensation, data display, and conclusion drawing. The findings reveal that traditional traders experienced several challenges during digital adaptation processes, including limited digital literacy, technological infrastructure disparities, competition with e-commerce platforms, and difficulties in maintaining interpersonal communication values within online environments. However, traders who successfully integrated digital communication tools such as WhatsApp Business, Instagram, Facebook, and digital payment systems with culturally embedded interpersonal communication practices were able to strengthen consumer trust and maintain customer loyalty. Communication responsiveness, transparency of information, personalized interaction, and hybrid communication systems emerged as the most influential factors in building trust among consumers. The study concludes that digital adaptation in traditional markets should not be understood merely as technological modernization but also as a socio-cultural communication transformation process. Effective communication management enables traditional traders to preserve local market identity while adapting to contemporary consumer demands. The findings contribute theoretically to communication management and consumer trust studies and practically provide recommendations for strengthening digital communication competence among traditional market traders in Indonesia.