Strategi Pedagang Pasar Menghadapi Persaingan dengan Ritel Modern (Studi Kasus di Pasar Tradisional Blimbing Kota Malang)

The market is where economic activity occurs. The market is a meeting place between sellers and buyers to make buying and selling transactions. Within the market itself there is often a bargaining interaction between sellers and buyers. The development of this modern era traditional places are often in the spotlight such as traditional markets that are considered today there are many traditional markets around which have stood modern retails. One of the traditional markets in the spotlight is the traditional market Blimbing Malang City, where around the traditional market Blimbing has a lot of modern retail establishments such as hypermart (carrefour), and modern retail in the form of minimarkets. With the development of modern retail makes competition with traditional markets because considering the community itself has followed the modern era where in this modern era people have more want to go to places with the importance of comfort. The research will be conducted using a qualitative approach. Qualitative research and The type of research used in this study is a case study or case study that is descriptive, case study is an approach that is done intensively, detailed and also in-depth to the symptoms studied in the problem. Data obtained from this study through observation, interviews and documentation, the study subjects are determined by purposive sampling techniques. Research in the field produced a data that was then analyzed using the Five Forces theory by Michael Porter. The results of this study show that what is the strategy used by traditional Blimbing market traders, in the face of competition with modern retail