EKSISTENSI PASAR TRADISIONAL DI ERA DIGITAL: ANALISIS KONSEP MEDIA PROMOSI OLEH PERHIMPUNAN PEDAGANG PASAR LEGI DI TIKTOK

This study aims to "analyze the concept of promotional media by the Legi Market traders association on TikTok." The rapid development of digital technology can threaten the existence of traditional markets such as Legi Market. The widespread phenomenon of online shopping through e-commerce platforms requires traders to be able to adapt by utilizing social media, one of which is TikTok, as a promotional medium.
This study uses a qualitative approach with a descriptive method, with data collection techniques through interviews, observations, and documentation of traders who actively use TikTok as a promotional medium, applying the AIDA concept (Attention, Interest, Desire, Action). The results of the study show that the use of TikTok social media by traders is not yet optimal; traders' creativity is still very limited in creating video content, live streaming, and utilizing other features.
The conclusion of this study is that the existence of Legi Market can still be maintained. However, it is necessary to increase human resource creativity, particularly in terms of digital literacy and promotional video content creation skills to attract consumer attention.

Keywords: Traditional Market, promotional media, AIDA