Implementation of Communication Strategies by Traditional Market Traders Based on Islamic Broadcasting Values to Enhance Interaction with Buyers
DOI:
https://doi.org/10.54150/syiar.v5i1.749Keywords:
Communication, Islam, Traditional Market, Traders, BuyersAbstract
Effective communication by traditional market traders strengthens social relationships, maintains buyer loyalty, reflects Islamic values, and serves as an adaptive strategy to face challenges from the modern and digital market. This study aims to analyze the communication strategies of traditional market traders based on Islamic broadcasting values and their influence on socio-economic interaction and buyer loyalty within a socio-cultural context. This research employs a qualitative case study approach with data collection techniques including participatory observation, in-depth interviews, and documentation, analyzed using thematic analysis. The findings indicate that traditional market traders' verbal and nonverbal communication strategies reflect Islamic broadcasting values, strengthen socio-economic relationships, build trust, and enhance buyer loyalty through friendly, ethical, and empathetic approaches. The socio-cultural context plays a crucial role in the communication strategies of traditional market traders, encouraging harmonious cross-cultural adaptation and reinforcing interactions based on Islamic values such as empathy, tolerance, and muamalah ethics (Islamic commercial ethics). Communication strategies grounded in Islamic values, such as friendliness, empathy, and ethics, prove effective in increasing buyer loyalty through emotional bonding, trust, and warm, humane shopping experiences in traditional markets. In conclusion, communication strategies based on Islamic values enhance socio-economic interactions, build loyalty, and adapt culture within multiethnic traditional markets.
References
Alisya, N. F. (2022). Strategi adaptasi pedagang pakaian konvensional dalam mempertahankan kelangsungan usaha di pasar tradisional Tegal Besar Kabupaten Jember: Nadila Farajane Alisya. Jurnal Pendidikan Ekonomi Akuntansi Dan Kewirausahaan (JPEAKU), 2(2), 73–81. https://doi.org/10.29407/jpeaku.v2i2.18782
Alaoui, M. M., & Ouhna, L. (2024). Exploring customer loyalty in Islamic traditional markets: Insights from relationship marketing and experiential marketing theories. In J. Fraedrich, M. Pirtskalava, T. Khoshtaria, H. Terzi, M. Bayirli, & B. Al Serhan (Eds.), Springer Proceedings in Business and Economics (pp. 141–164). Springer Nature. https://doi.org/10.1007/978-981-97-5400-7_9
Alosaimi, N. R. O., Kadir, F. A. B. A., & Zaidan, A. M. (2024). The concept of values from a Quranic perspective. Quranica, 16(2 Special Issue 12), 546–578.
Andriyani, A. A. A. D. (2022). Kesantunan dalam bergosip pedagang di pasar tradisional. Kembara: Jurnal Keilmuan Bahasa, Sastra, dan Pengajarannya, 8(1), 131–142. https://doi.org/10.22219/kembara.v8i1.20340
Andriyani, A. A. A. D., Raharjo, Y. M., & Putri, I. G. A. V. W. (2023). Pola strategi kesantunan dalam interaksi perdagangan di warung tradisonal (Politeness strategy patterns in trade interactions in traditional stalls). Kandai, 19(1), 77–90. https://doi.org/10.26499/jk.v19i1.3986
Arif, M. (2023). Strategi komunikasi pembangunan UPT. Pasar Cik Puan Kota Pekanbaru dalam mempertahankan eksistensi pasar tradisional. JDP (Jurnal Dinamika Pemerintahan), 6(1), 67–88. https://doi.org/10.36341/jdp.v6i1.3250
Batubara, G. R. I., Yaniedra, F. R., Purba, E. S., Rasyidin, R., & Diza, A. (2023). Strategi komunikasi dalam meningkatkan ketertiban pedagang di pasar tradisional Sukaramai Kota Medan. Innovative: Journal Of Social Science Research, 3(6), 4156–4166.
B. Miles, M., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis (Matthew B. Miles, A. Michael Huberman, Johnny Saldaña). Sage Publications.
Darginaviciene, I., & Sliogeriene, J. (2019). Culture and religion: Is there a link between the two? Religiski-Filozofiski Raksti, 27, 15–37.
Efendi, M. N., & Prasetiyo, L. (2022). Komunikasi pemasaran terpadu dalam peningkatan potensi pasar rakyat di Kota Madiun. Muslim Heritage, 7(1), 53–81. https://doi.org/10.21154/muslimheritage.v7i1.3926
Fadhli, M., & Nashrillah, N. (2025). The influence of da’wah messages on the Ustadz Adi Hidayat official YouTube account on students’ religious behavior. Syiar: Jurnal Komunikasi Dan Penyiaran Islam, 5(1), 91–102. https://doi.org/10.54150/syiar.v5i1.637
Fatimah, S. E., & Afrizal, S. (2023). Strategi pedagang sembako menghadapi perkembangan minimarket di pasar tradisional Batubantar kabupaten Pandeglang. Jurnal Pendidikan Tambusai, 7(2), 11551–11561.
Faturochman, F., Saputra, N. R., Raditian, R., & Panorama, M. (2025). Strategi adaptasi pedagang pasar tradisional terhadap persaingan dengan pasar modern di Kota Palembang. Value, 6(1), 214–228.
Gudykunst, W. B., & Ting-Toomey, S. (1988). Culture and interpersonal communication. SAGE Publications.
Gultom, W. W. (2023). Strategi bauran pemasaran pedagang pasar tradisional dalam mempertahankan konsumen (studi kasus Pasar Dalihan Natolu Kota Padangsidimpuan). etd.uinsyahada.ac.id.
Hamid, A. M. (2022). Revitalisasi pasar tradisional dalam sudut pandang ekonomi Islam untuk meningkatkan kepuasan pedagang di Pasar Lembung. ADILLA: Jurnal Ilmiah Ekonomi Syari’ah, 5(2), 51–68. https://doi.org/10.52166/adilla.v5i2.3225
Hari, A., Zahran, A. S., Fariji, F. A., & Kurniawan, M. F. (2024). Strategi komunikasi antar penjual dan pembeli di media sosial dalam strategi pemasaran. Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi, 1(6), 156–165. https://doi.org/10.62383/konsensus.v1i6.479
Harun, H. (2021). Principles and values of Islamic communication in organizations. In The role of Islamic spirituality in the management and leadership process (pp. 85–103). IGI Global. https://doi.org/10.4018/978-1-7998-6892-7.ch005
Heitzman, A., Perfitt, L. L., & Ziegler, A. (2023). Nonverbal communication. In Voice and Communication in Transgender and Gender Diverse Individuals: Evaluation and Techniques for Clinical Intervention (pp. 103–111). Springer International Publishing. https://doi.org/10.1007/978-3-031-24632-6_9
Hess, U. (2023). Nonverbal communication. In Encyclopedia of Mental Health (3rd ed., Vol. 2, pp. 647–659). Elsevier. https://doi.org/10.1016/B978-0-323-91497-0.00133-8
Inun, L. I., Sari, N. R. F., & Zuhriyah, L. F. (2025). Preaching in marginal spaces: Audience reception of Gus Miftah’s da’wah through Stuart Hall’s encoding-decoding approach. Syiar: Jurnal Komunikasi Dan Penyiaran Islam, 5(1), 35–46. https://doi.org/10.54150/syiar.v5i1.645
Jalaluddin, M., Siskawati, I., Kudrotullah, A., Uyun, N., & Eletmany, M. R. (2024). Social media da’wah as a means to deepen the religious understanding of Generation Z. Syiar: Jurnal Komunikasi Dan Penyiaran Islam, 4(2), 173–184. https://doi.org/10.54150/syiar.v4i2.633
Javed, A., Kohda, Y., & Masuda, H. (2016). Co-creation of socio-economic values in Islamic banking service: Case study research in Pakistan. Journal of Creating Value, 2(1), 109–123. https://doi.org/10.1177/2394964315627252
Kembang, L. P., & Kalbuadi, A. (2024). Meningkatkan keterampilan pemasaran bagi pedagang pasar tradisional. Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan, 4(3).
Khomaeni, M. I., & Juliyendi, A. (2024). Strategi komunikasi pemasaran dalam mempertahankan dan meningkatkan omzet pedagang Muslim Pasar Jaya Gondangdia Jakarta Pusat. El Madani: Jurnal Dakwah dan Komunikasi Islam, 5(1), 39–57. https://doi.org/10.53678/elmadani.v5i01.1724
Kholifah, N., & Hikmah, A. N. (2024). The use of digital media as a da’wah tool in Sejuta Pemuda Mosque. Syiar: Jurnal Komunikasi Dan Penyiaran Islam, 4(2), 73–84. https://doi.org/10.54150/syiar.v4i2.496
Lengkey, C., Pasoreh, Y., & Waleleng, G. (2019). Pola komunikasi pedagang tradisional dalam menjual bahan dagangan di pasar tateli kecamatan mandolang. Acta Diurna Komunikasi, 8(1).
Maruf, J. A. (2021). Kompetensi komunikasi interpersonal pedagang pasar tradisional Kroya, Cilacap, Jawa Tengah.
Muharrifah, E., & Sikumbang, A. T. (2025). The effectiveness of Ustadz Hanan Attaki’s da’wah sharing time on Youtube. Syiar: Jurnal Komunikasi Dan Penyiaran Islam, 5(1), 21–34. https://doi.org/10.54150/syiar.v5i1.642
Nugroho, M. A., & Murlianti, S. (2020). Interaksi komunikasi antara pedagang yang berbeda budaya di pasar tradisional Segiri Samarinda. Ejournal Ilmu Komunikasi, 8(1).
Nurmala, N., & Prasongko, W. A. (2024). The implementation of the social penetration theory in da’wah communication. Syiar: Jurnal Komunikasi Dan Penyiaran Islam, 4(2), 97–108. https://doi.org/10.54150/syiar.v4i2.545
Omar, E. N., Jaafar, H. S., & Osman, M. R. (2019). Halal supply chain: Assessing the Islamic values of the poultry industry. International Journal of Supply Chain Management, 8(2), 1191–1199.
Patterson, M. L. (2016). Nonverbal communication. In The Curated Reference Collection in Neuroscience and Biobehavioral Psychology (pp. 731–738). Elsevier Science Ltd. https://doi.org/10.1016/B978-0-12-809324-5.06502-0
Rahmalia, & Zulyadi, T. (2019). Performance in public: Interpersonal communication of beggar. Jurnal Ilmiah Islam Futura, 19(1), 49–67. https://doi.org/10.22373/jiif.v19i1.4912
Rahman, N. A. F. A., & Rahim, N. R. A. (2025). Organisational harmony: Exploring the effectiveness and correlation between nonverbal communication and conflict resolution among employees at Universiti Sains Islam Malaysia (USIM). SEARCH Journal of Media and Communication Research, 17(1), 1–19. https://doi.org/10.58946/search-17.1.P1
Rahmi, U. (2024). Gaya komunikasi pedagang ikan di Pasar Panton Labu dalam menarik minat pembeli. rama.unimal.ac.id.
Ramadhan, R. (2021). Strategi adaptasi pedagang konvensional Pasar Tanah Abang dalam meningkatkan kesejahteraan di era marketplace. repository.uinjkt.ac.id.
Rachmah, A. N. (2021). Strategi komunikasi pemasaran terpadu Perumda Pasar Jaya untuk meningkatkan belanja di pasar tradisional. dspace.uii.ac.id.
Rinayanthi, N. M. (2025). Pelatihan bahasa Indonesia berbasis pragmatik untuk meningkatkan efektivitas komunikasi transaksional di Pasar Badung. ojs.mahadewa.ac.id.
Saudah, S. (2017). Perilaku asertif bermedia dalam komunikasi pedagang pasar tradisional Karangploso Kabupaten Malang. eprints.unmer.ac.id.
Siregar, O. M., & Andriansyah, A. (2023). Islamic marketing for small firms value. In Strategies and applications of Islamic entrepreneurship (pp. 153–167). IGI Global. https://doi.org/10.4018/978-1-6684-7519-5.ch010
Sutarso, J. (2017). Pola komunikasi pedagang dan pembeli di pasar tradisional: Perspektif jender di Pasar Sidodadi Kleco Surakarta. Jurnal Ilmu Komunikasi Acta Diurna, 13(1), 1–12.
Syarifuddin, D. (2018). Pasar tradisional dalam perspektif nilai daya tarik wisata. Jurnal Manajemen Resort dan Leisure, 15(1), 19–32.
Sundayani, I. D., & Aprizal, Y. Z. (2025). Analisis strategi komunikasi pemasaran pedagang pasar untuk meningkatkan pendapatan (omzet) dalam perspektif etika bisnis Islam (studi pedagang pasar rakyat Aurduri Kota Jambi). Journal of Sharia Economics, 7(1), 211–221.
Taboli, H., Farzan, F., & Ronasi, H. R. (2014). The impact of Islamic values on psychological empowerment (case study of Khorasan Razavi water & wastewater co). Advances in Environmental Biology, 8(17), 295–307.
Taufiq, M., Masriadi, M., & Ali, M. (2021). Komunikasi pedagang pasar tradisional (Pekan) di Keude Buloh Blang Ara Kecamatan Kuta Makmur. Jurnal Jurnalisme, 10(1), 77–90. https://doi.org/10.29103/jj.v10i1.4883
Telaumbanua, A., Tumengkol, S., & Lasut, J. J. (2023). Strategi pedagang tradisional di era pemasaran online di Pasar 45 Kota Manado. Jurnal Ilmiah Society, 3(2).
Yasin, R., Ariffin, Z. Z., Al-Banna, M. H., Zawawi, Z., Ghani, S. A., et al. (2025). Islamic values in entrepreneurial marketing strategy. In Dynamic strategies for entrepreneurial marketing (pp. 311–329). IGI Global. https://doi.org/10.4018/979-8-3693-3936-7.ch015
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Silvani Tiara Afrianda, Abdul Rasyid

This work is licensed under a Creative Commons Attribution 4.0 International License.