INDOMARET AND ALFAMART'S PRESENCE: THE EFFECTS OF MICROENTERPRISES' EXPANSION AND DEVELOPMENT IN THE INDRAGIRI HULU REGENCY COMMUNITY

Abstrak

In addition to having an impact on people's economies, the downstreaming of Alfamart and Indomaret minimarkets in terms of market share has intensified competition among company owners, particularly with respect to traditional stores and kiosks. The purpose of this study is to characterize its effects on traditional stores and kiosks as well as the community's economy. Interviews and observations are the methods used to obtain research data, and the data used are primary data. Purposive sampling was used to choose the study's sample. Miles and Hubermann's analysis is the method used to analyze research data. The study's findings indicated that the presence of Alfamart and Indomaret minimarkets in terms of market share had a favorable effect on the people's economy, specifically the availability of product differentiation, comparatively low prices, labor absorption, and first-rate customer service. A number of small-sized kiosks have closed because they were unable to compete, and traditional businesses and kiosks have seen a rather considerable loss in income.