Pengembangan Pola Kemitraan Ritel Skala Kecil Untuk Meningkatkan Kinerja Pemasaran Dan Daya Tahan Usaha (Studi Pada Ritel Perdagangan di Jawa Timur)

Abstract

Retail business competition in Indonesia is complex to support the traditional retail durability efforts in indonesia. So, it’s necessary to develop the partnership pattern that is oriented in entrepeneurship and business ethics for the small business player to build the marketing performance and the durability in the retail busines. This research is a qualitative deskriptive research, that using the focus group discusion and interview with retailer respondent in the east java. The result of this research are 1) the exploration result for the retail partnership pattern in East Java small market scale this time is running on the exclusive mutual pattern 2) Market performance and sustainability of retail of small scale market in East Java is showing the suistainability aspect, with the income average per month/day is always increase. From The aspect of quantity and goods completeness, the total of good is increase from the quantity and variance. 3) Creating a pattern of partnership-based on the entrepeneurship oriented and business ethics will be done by several ways: taking advantage of the existance of cooperative/association on creating relation with the supplier, gaining solidarity one another and aware the importance of unity between retailer to build the pattern that balanc.especially on determining the bargaining set position against the modern retail. Intensive giving the information to the retailer about the awareness of retail management based on entrepreneurship and business ethics.