<![CDATA[Mathematics is often regarded as an abstract discipline that is difficult for students to understand when it is not connected to real-life experience. One approach to bridging school mathematics and mathematics as practiced in society is through the study of ethnomathematics, particularly the local units of measurement used by traders in buying and selling transactions. This study aims to explore the local units used in trading activities at Pasar Satelit, Lubuklinggau, and to describe the mathematical concepts embedded within them. This research employed a qualitative approach with an ethnographic design. Data were collected through observation, interviews with traders, and documentation, including comparative data from buying and selling posts on Facebook, which were then analyzed using the interactive Miles and Huberman model comprising data reduction, data display, and conclusion drawing. The results show that traders at Pasar Satelit Lubuklinggau still use local units such as seikat (bunch), sekebat (bundle), secanting (scoop), sebungkus (pack), semato (piece), and seperempat (quarter) alongside standard units (kilogram, gram, liter) in selling their goods. These units contain mathematical concepts including counting numbers, fractions, non-standard estimation, comparison, and value conversion that are socially agreed upon and passed down through generations. Comparison with Facebook data from sellers of agricultural produce in Lubuklinggau shows that the kilogram unit is consistently used to sell chili and onions, while the units seikat/sekebat (bunch) are also still used in vegetable-selling posts, both in direct transactions at Pasar Satelit and in online transactions. The results of this study can be utilized as a contextual mathematics learning resource based on ethnomathematics as well as an effort to preserve the local culture of Lubuklinggau City.]]>
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