INTERVENSI RITEL MODERN INDOMARET DAN ALFAMART DI DAERAH PEDESAAN (Studi di Desa Bakung Kecamatan Udanawu Kabupaten Blitar)

The intervention of modern retail growth of Indomaret and Alfamart is very rapid, recorded in 2019 as many as four outlets that have been spread in several districts in Udanawu. Udanawu Subdistrict has 12 villages, one of which is in Sukorejo Village, there is one Alfamart modern retail, Ringinnanom Village has one Alfamart modern retail, and two of them are in Bakung Village, there is one Alfamart and one Indomaret. This research will be conducted in Bakung Village because there are two retailers standing in the village. This type of qualitative research with a descriptive approach, and the determination of the subject is purposive, this study applies data collection methods using observation, interviews and documentation. The growth of modern retail in rural areas that occurred in Bakung Village had an impact on the social conditions and environmental conditions of the local community. The amount of modern retail that has been determined already exceeds the regulations that have been set. Blitar District Regulation No. 17 of 2011 structuring and fostering traditional markets and modern stores mentioned the distance allowed by modern markets with a traditional market of at least 1 km, this regulation also limits the establishment of modern retailers that the maximum number of modern shops per district is 2 modern stores. The impact of Indomaret and Alfamart's modern retail on the community is not due to no reason, people who used to shop at traditional stores to meet their needs but are now beginning to shift to shopping at modern retail because modern retail is considered to provide many choices and convenience to consumers besides there are attractive offers such as discounts and promos every weekend