Strategi Pengelolaan Pasar Baru Sorek Satu Di Kecamatan Pangkalan Kuras Kabupaten Pelalawan Provinsi Riau

The market development in Pelalawan Regency is growing rapidly. Managers are required to be able to change people's views about markets that seem dirty, shabby, and unorganized into markets that are comfortable, neat and clean. This study aims to analyze: (1) Market profile (2) Manager characteristics (3) Internal and external factors that influence market management (4) Market management strategies in Pasar Baru Sorek Satu, Pangkalan Kuras District, Pelalawan Regency, Riau Province. This study uses a survey method, with a total of 60 respondents consisting of 5 managers, 40 traders, 14 consumers and 1 regional official. The data analysis used is SWOT analysis. The results of this study indicate that (1) Pasar Baru Sorek Satu has a very strategic location because it is located in the middle of the capital city of Pangkalan Kuras District, with a land area of 2 Ha. The physical condition of the market is in the form of kiosk buildings, stalls and open bases that can be used by traders. (2) The average age of the manager is 40.4 years, the gender of the majority is female, the average length of education for the manager is 12.4 years, the average number of dependents in the family is 3 people and the average work experience of the manager is 3 years. (3) Internal factors in Pasar Baru Sorek Satu: the existence of market development funds from the government, accessibility is easy to reach because the road infrastructure is in good condition, the types of commodities traded are more varied and complete, have an operational permit from the Pelalawan Regency government, there are no the work program of the manager, cleanliness is not good, the security system is not good, order is not good, the facilities are complete but not well maintained, and the number of managers is still lacking. While external factors: the location of Pasar Baru Sorek Satu is very strategic because it is located in the middle of the sub-district capital of Pangkalan Kuras, has an impact on the incomes of the community around the market, provides opportunities for investors to fund market management, the development of more shophouses around the market, the existence of competitor market (surprise market) is increasing and the growth of modern market is increasing. (4) Based on the SWOT matrix, it is known that Pasar Baru Sorek Satu is in quadrant I or in the Strenght-Opportunities (SO) position, this supports an aggressive strategy (growh oriented strategy, and the strategies that can be done are by improving facilities and infrastructure and improving the selling layout in Pasar Baru Sorek Satu so that it is more neat and organized