Aulia, Faizul (2024) Kontestasi Minimarket Waralaba dengan Toko Kelontongan Kecil di Kota Lhokseumawe. S2 thesis, Universiras Malikussaleh.

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Abstract

The contestation between franchise minimarkets and small grocery stores in Lhokseumawe is very important to study. Field facts show that competition exists between these two retail types in attracting buyers, even though both offer daily necessities. This thesis research aims to observe the dynamics of competition between franchise minimarkets and small grocery stores in Lhokseumawe. This research also highlights the strategies used by small grocery stores to survive amidst the competition. Through a qualitative approach, the researcher conducts observations and in-depth interviews to reveal this reality. Document studies and literature reviews are also used to reinforce the urgency of this research. The data analysis employed is James Spradley's ethnographic model analysis, which includes domain analysis, taxonomic analysis, componential analysis, and thematic analysis. The results show that the competition between franchise minimarkets and small grocery stores aims to attract buyers. Franchise minimarkets can offer business innovations that attract buyers to keep visiting. Meanwhile, small grocery stores provide social services that create personal relationships between buyers and traders, making consumers loyal to shopping there.

Item Type:	Thesis (S2)
Uncontrolled Keywords:	Contestation; Lhokseumawe City; Small Grocery Store; Franchise
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce H Social Sciences > HM Sociology H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Pascasarjana > 69101 - Magister Sosiologi
Depositing User:	Faizul Aulia
Date Deposited:	25 Oct 2024 02:24
Last Modified:	25 Oct 2024 02:24
URI:	https://rama.unimal.ac.id/id/eprint/7087

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