DINAMIKA MARKETPLACE DAN TOKO KELONTONG: STUDI KASUS DI DESA TAMBAKSAWAH, SIDOARJO - Alfafa, Rahmah Utari; Anshori, Isa (Jurnal Analisa Sosiologi, 2023)
The influence of technological developments gave rise to online shopping places which are now known as marketplaces. Many people are switching to shopping through the marketplace compared to shopping directly at the store. The existence of a marketplace has both negative and positive impacts on the existence of a grocery store in Tambaksawah Village. However, there are still some people who choose to shop at grocery stores. One of the reasons they shop at grocery stores is because of the convenience felt by shoppers. If the shop owner is friendly to the buyer, then the buyer is likely to shop at that store again. The interaction between individuals produces several aspects, one of which is reciprocity. This is relevant to the theory put forward by George C. Homans, namely Social Exchange Theory. The most visible characteristics of exchange theory are costs and rewards. When interacting socially, someone will always consider the cost (sacrifice or cost) against the reward (profit or benefit) they receive from that interaction. The purpose of writing this article is to understand the relationship between the existence of a marketplace and a grocery store based on a social exchange perspective. This research belongs to the qualitative method and the source of data collection is through interviews. The results of this study are exchange theory understanding the complexity of social interaction and the dynamics that occur between grocery stores and marketplaces as well as the factors that influence consumer decisions in shopping.Keywords: Marketplace, Exchange Theory, Grocery Store, ExistenceAbstrak Pengaruh dari perkembangan teknologi memunculkan tempat berbelanja online yang kini dikenal dengan marketplace. Banyak masyarakat yang beralih berbelanja lewat marketplace dibandingkan berbelanja secara langsung di toko. Keberadaan marketplace memberi dampak negative maupun positif terhadap keberadaan toko kelontong di Desa Tambaksawah.  Namun, masih ada beberapa masyarakat yang memilih berbelanja di toko kelontong. Salah satu alasan mereka berbelanja di toko kelontong adalah karena adanya suatu kenyamanan yang dirasakan oleh pembeli. Apabila pemilik toko bersikap ramah kepada pembeli, maka pembeli kemungkinan akan berbelanja ke toko itu lagi. Hubungan interaksi antar individu menghasilkan beberapa aspek salah satunya seperti terdapat timbal balik. Hal tersebut relevan pada teori yang dikemukakan oleh George C. Homans   yakni Teori Pertukaran Sosial. Karakteristik yang paling terlihat dari teori pertukaran adalah biaya (cost) dan imbalan (reward). Ketika berinteraksi sosial, seseorang akan selalu mempertimbangkan cost (pengorbanan atau biaya) terhadap reward (keuntungan atau benefit) yang mereka terima dari interaksi itu. Tujuan penulisan artikel ini adalah untuk memahami hubungan eksistensi marketplace terhadap toko kelontong berdasarkan perspektif pertukaran sosial. Penelitian ini tergolong ke dalam metode kualitatif dan sumber pengumpul data melalui wawancara. Hasil penelitian ini yaitu teori pertukaran memahami tentang kompleksitas interaksi sosial dan dinamika yang terjadi antara toko kelontong dengan marketplace serta faktor-faktor yang mempengaruhi keputusan konsumen dalam berbelanja.Kata Kunci: Marketplace, Teori Pertukaran, Toko Kelontong , Eksistensi