<![CDATA[This study aims to analyze the development of the Allu Bangkala Traditional Market following the establishment of supermarkets, identify the strategies implemented by market management in responding to competition from modern retail businesses, and examine these strategies from the perspective of Islamic business ethics. This research employed a qualitative descriptive approach. Data were collected through observations, semi-structured interviews, documentation, and questionnaires administered to 57 traders selected using a random sampling technique from a population of 570 traders. The collected data were analyzed through data reduction, data display, and conclusion drawing, while the credibility of the findings was ensured through source and method triangulation. The results indicate that the presence of supermarkets has significantly affected the development of the Allu Bangkala Traditional Market, as reflected in the decline in the number of visitors, reduced sales turnover, and increasingly intense business competition. To maintain the market's competitiveness, the market management implemented several strategic measures, including improving market cleanliness, regulating operating hours, enhancing service quality, and providing guidance and supervision to traders. Meanwhile, traders sought to retain customer loyalty by offering friendly services, maintaining product quality, providing discounts to regular customers, and establishing close relationships with consumers. From the perspective of Islamic business ethics, these strategies generally reflect the principles of honesty (ṣidq), trustworthiness (amanah), justice ('adl), responsibility, and public welfare (maslahah). Nevertheless, several trading practices remain inconsistent with Islamic ethical principle particularly regarding transparency in product information and pricing. Therefore, strengthening managerial supervision and continuous ethical guidance is essential to improve the competitiveness and sustainability of traditional markets in the face of modern retail competition.]]>
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