TRANSFORMATION OF THE SALES MODEL OF PASAR BENGKEL DODOL MSMEs FOLLOWING CHANGES IN MOBILITY ROUTES
Published:
2026-10-14Downloads
Abstract
The operation of the Medan-Kualanamu-Tebing Tinggi (MKTT) Toll Road shifted traffic away from the Trans-Sumatra Highway (Jalinsum) and directly affected dodol MSMEs in Pasar Bengkel, Bengkel Village, Serdang Bedagai Regency. Approximately 19 of 55 shops closed, while the remaining 36 shops experienced a workforce decline from 79 to 59 workers. This study analyzes changes in the sales models of dodol MSMEs before and after the mobility-route shift, identifies barriers to transformation, and formulates a feasible sales model. A descriptive qualitative approach was applied to ten informants selected through purposive sampling, including MSME owners, consumers, the village head, and a community leader. Data were collected through semi-structured interviews, non-participant observation, and documentation and analyzed using the Miles and Huberman interactive model. The findings show a shift from passive, road-traffic-based selling toward digital marketing through e-commerce and social media. The transformation is constrained by limited digital literacy, working capital, and price competition in digital markets. The proposed model is a collaborative omnichannel approach integrating physical stores, digital channels, and centralized online marketing through the Village-Owned Enterprise (BUMDes).
Keywords:
digital transformation infrastructure disruption institutional collaboration MSMEs omnichannel sales modelReferences
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