<![CDATA[The communication model that is considered appropriate is to involve market managers as a source of credible messages, with messages containing the benefits and risks of revitalization which are effective in developing the motivation of traders and the media that allow direct responses from market players. This study aims to formulate a communication model to build change readiness for traditional market traders. The method used is a survey by interviewing 10 traditional market traders using a questionnaire instrument. The results showed that in the face of revitalization, traders are in a situation of uncertainty. All market elements, starting from the characteristics of traders, sources of messages, messages, and participatory communication, have a positive impact on traders' readiness in relation to revitalization with a high entrepreneurial capacity of traders. Therefore, to build merchant readiness, the main thing that needs to be done is to build the entrepreneurial character of traders.]]>
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