ANALISIS KONSEP KEMANDIRIAN KOMUNIKASI PROMOSI OLEH PEDAGANG PASAR LEGI PONOROGO DI ERA MODERN

ABSTRACT
PUBLIC RELATIONS STRATEGY OF LEGI PONOROGO MARKET IN FACING COMPETITION IN THE MODERN ERA
KAYLA RESTU INDIRA
21240925
This study aims to analyze the concept of independent promotional communication conducted by traders at Pasar Legi Ponorogo in the modern era after market revitalization. In the context of increasing competition with modern retail stores and online shopping platforms, promotion plays a crucial role in maintaining the existence of traditional markets. This research employs a descriptive qualitative approach with eight informants, consisting of traders from various commodities such as salted fish, chicken, snacks, bread, handicrafts, shoes, clothing, and accessories. Data were collected through in-depth interviews and analyzed using the Four Step Public Relations model (fact finding, planning, communication, and evaluation). The findings reveal that promotional communication carried out by the market management is not yet optimal, particularly in terms of information distribution, trader involvement, and promotional activity evaluation. As a result, traders have taken the initiative to conduct independent promotion through personal social media accounts, WhatsApp groups, Facebook, Instagram, Telegram, and online marketplaces such as Shopee. However, limited digital literacy and technical skills, such as creating attractive product photos, writing persuasive descriptions, and managing shipping costs, remain major challenges. The traders agree that digital promotion should be combined with offline promotion, such as events or bazaars, to reach a wider range of consumers. Digital marketing literacy training is considered essential to strengthen independent promotional strategies, enhance content quality, and expand market reach. With inclusive, creative, and sustainable communication strategies, Pasar Legi is expected to compete effectively in the modern era while continuing to serve as a vital local economic hub.
Keywords: Independent Promotion, Pasar Legi, Public Relations, Digital Marketing.