MODAL SOSIAL PEDAGANG DALAM MENINGKATKAN DAYA SAING PASAR TRADISIONAL (Studi Kasus Forum Silaturahmi Paguyuban Pedagang Pasar Yogyakarta)

This research studies about the efforts merchants who are members of the Forum Silaturahmi Paguyuban Pedagang Pasar Yogyakarta (FSP3Y) increase the competitiveness of traditional markets. Purposes of this research are to know the dimensions of the utilization of social capital, the factors that foster social capital and innovation as well as the synergies that arise in the presence of social capital. This study, uses qualitative research method with case study approach and phenomenological perspective. Social capital facilitates groups to solve the problems and achieve common interest. Utilization of social capital can be seen through the common activities. Communities and organizations habitats influence the growth of social capital. Improving the competitiveness of traditional markets is the common interest for traders that can be realized through the utilization of their social capital.Methods of data collection are done by observation, in-depth interviews, and documentary study. The collected data was then analyzed by reducing the data, display the data, and draw conclusions. Data validation is done by triangulation techniques. The results showed FSP3Y social capital utilized in a variety of activities such as innovation Promo Markets and Shopping Prize, publishing Warta Pasar Jogja, trader�s autonomy in improving their merchandise display, and the proactive attitude of traders in voicing their aspirations. In any event, the FSP3Y working with many stakeholders such as governments, sponsor activities, volunteer manager of WPJ, Sekolah Pasar PUSTEK UGM. Dimensional network, trust, and solidarity created from cooperation undertaken in the implementation of these activities. In addition, collective action, political action, and empowerment are done to improve the image of the market traders and fighting for their existence in the attempt. The dimensions of information and communication can be seen from how they use the media to promote and how they hold gatherings as the exchange of information, knowledge, trade, and business prospects. However, not all merchants participate in the activities undertaken by FSP3Y. Tabloid print edition stopped publishing the fifth edition. Utilization of KBP is limited to those who realize the importance of business development independently. Social capital FSP3Y grow because the government in partnership with merchants and traders concern all around the city of Yogyakarta to improve itself in order to have a competitive edge in the midst of modern retailers.Suggestions for future FSP3Y should increase social cohesion among traders in order to attract participation in every activity increase with socialization and awareness campaign about the importance of inclusivenes. In addition, they have to review the management Warta Pasar Jogja. FSP3Y also need to establish a joint venture management and capture market development opportunities independently. For other market traders association, FSP3Y efforts can be used as an example of how traders can unite and promote the traditional market. As for the government, need to further improve the facilitation and empowerment so as well as the creation of a conduciveness of business climate so. For other governments, partnerships between Dinlopas and FSP3Y can be an inspiration of the traditional market management to related agency