KONSTRUKSI PEDAGANG TOKO KELONTONG TERHADAP MINIMARKE

The goverment of Kelurahan Ngagel Rejo in 2016 reported that 18 minimarkets were operatingin the area. The presence of many minimarkets operating in Ngagel Rejo has an impact ongrecery traders who have been operating for a long time. This study aims to determine how farthe constructions of thought that has been built since the establishment of the minimarket forgrocery store traders. The research location in Pasar Krukah, Ngagel Rejo, Wonokromo,Surabaya City. This study uses a qualitative approach using the prespective analysis of Peter L.Berger’s social construction theory. The results of this study indicate that the grocery traders inPasar Krukah have been distrupted by the pre and post-operation conditions of minimarket.Minimarket for grocer is considered as friend or foe. This situation also forces the grocerytraders to mutually solidify with the situation of fellow grocery traders. On the one hand, theyalso need to reproduce their business strategy, in an effort to adapt to the presence of aminimarket.Keywords: Grocery trader, minimarket, social construction, and business strategy