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ABSTRAKPertumbuhan modern ritel yang sangat cepat di Indonesia menimbulkan perdebatan mengenaibagaimana pertumbuhan yang cepat ini mempengaruhi sektor ritel tradisonal. Tujuan dari tulisan inimenitikberatkan kepada persepsi para peritel tradisional mengenai dampak dari pertumbuhan modernritel terhadap pendapatan peritel tradisional. Studi ini menggunakan pendekatan analisis deskriptif.Data primer diperoleh berdasarkan wawancara mendalam dengan 45 peritel tradisional yang berlokasidi 3 pasar tradisional di Bandung. Hasil studi menunjukkan bahwa: (1) Bertolak belakang denganpandangan pada umumnya, peritel tradisional (yang menjual sayur dan buah segar) percaya bahwakeberadaan ritel modern di sekitar lokasi penjualan mereka memiliki dampak yang kecil terhadappendapatan mereka. (2) Penurunan pendapatan peritel tradisional yang terlibat dalam studi inidisebabkan terutama karena adanya kompetisi dengan para pedagang kaki lima (PKL) danpermasalahan yang berkaitan dengan managemen internal dari pasar tradisional itu sendiri sepertimisalnya peningkatan harga sewa jongko dan keterbatasan infrastruktur pendukung lainnya. (3)Diferensiasi produk (dalam kualitas dan jenis produk) yang diperjualbelikan di pasar tradisional danpasar modern serta perbedaan segmen pasar diantara keduanya, membuat kedua jenis pasar ini salingmelengkapi satu sama lain.Kata kunci: persepsi peritel, dampak, pertumbuhan ritel modern, ritel tradisional, BandungABSTRACTRapid rise of modern retails in Indonesia raised a debate on how this rapid rise affects traditionalretail sectors. This study highlights traditional retailer’s perception on the impact of modern retailgrowth to their income. Descriptive analysis is used in this study. Primary data was gained from indepth interview with 45 traditional retailers in 3 traditional markets in Bandung. This study showsthat: (1) On the contrary with the conventional wisdom, traditional retailers (who sell FFV) believethat the existence of modern retails nearby their selling locations has little impact on their income. (2)Decreasing income of traditional retailers in our study is mostly caused by competition with illegalstreet vendors and internal traditional market management issues such as increasing rental price ofstalls and limited infrastructures. (3) Product differentiation (in quality and type of goods) that aresold in traditional and modern retails and market segmentation, make these two types of marketscomplement to each other.Keywords: retailer’s perception, impact, modern retail growth, traditional retail, Bandung.

TRADITIONAL RETAILER’S PERCEPTION ON THE IMPACT OF MODERN RETAIL GROWTH IN BANDUNG