<![CDATA[Traditional markets play a strategic role in supporting economic activities, particularly in non-urban areas, serving as distribution hubs and reflecting local social dynamics. However, they face declining competitiveness against modern retail. The Langkat Regency Government initiated a revitalization policy for the Pangkalan Brandan Market to improve service quality and maintain market existence. This study evaluates the policy through aspects of planning, implementation, and impact using a descriptive qualitative approach. Data were collected via in-depth interviews, field observations, and documentation involving government officials, traders, and visitors. The findings indicate that while physical infrastructure and cleanliness have improved, the policy implementation remains suboptimal due to limited supporting facilities, lack of trader involvement in planning, and weak post-revitalization oversight. The study concludes that the revitalization has not been fully effective, requiring better inter-agency synergy and active stakeholder engagement..]]>
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