PENGGUNAAN MEDIA SOSIAL SEBAGAI STRATEGI ADAPTASI PSIKOLOGIS PEDAGANG TRADISIONAL: STUDI KASUS PASAR CIK PUAN PEKANBARU

Abstract

The development of digital technology has encouraged traditional traders to adapt to social media as part of broader social and economic behavioral change. This study aims to analyze the forms and patterns of social media use, the psychological factors that drive and hinder its adoption, and the psychological and social impacts of social media use among traditional traders at Pasar Cik Puan, Pekanbaru, from a social psychology perspective. This study used a descriptive qualitative approach through field observation and semi-structured interviews with traders at Pasar Cik Puan. Data were analyzed using the Uses and Gratifications Theory, Social Comparison Theory, Social Learning Theory, and Social Identity Theory. The results show that traders' use of social media is selective and situational, limited to community communication functions through the market's WhatsApp group and as a coping mechanism during quiet trading hours. Low digital self-efficacy is the main barrier to adopting financial technology such as QRIS, while customer loyalty remains sustained by direct interpersonal interaction based on friendly service rather than digital presence. These findings indicate that the success of traditional market digitalization is determined more by psychological factors and social capital than by mere technological availability.