Strategi Bertahan Hidup Pedagang Pakaian Pasca Kebakaran Pasar Aksara di Kota Medan

Abstract

The flames of Aksara Market on July 12nd 2016 which burn all the contain of the tow building with Buana Plaza or we call it Ramayana Departement Store. The past fire happens in every merchants that relocated undirectly to fake the own step. With opening the stall for selling along the road of Aksara, Medan city. the flames of Aksara Market effects the income of all the merchants reduced. Where the merchandise of them had been burned out with their stalls the problems in this research is how the strategy of clothes merchants survive after post fire Aksara Market in Medan City. The type of this research is using the qualitative method which aims to illustrate the strategy of clothes merchants survive after post fire in Medan City. This research addressed to the clothes merchants that become the victims of the flame of Aksara Market who had been more than five years in Aksara Market. The technic of collecting data of this research is the observation to the field directly, deep interview to the clothes merchants and documentation. The result of this research shows that the way of the strategy that addressed to clothes merchants after post fire Aksara Market is doing savings the uotcome in household, reducing the profit margin in meaning giving cheap price to the buyer in order that the merchandise still sold, doing a side job, searching new location around Aksara Market which is burned and making use of social network as the way to survive of the merchants selling along the road of Aksara Medan City and for getting the capital return in trading.