PASAR MONJU SEBAGAI RUANG INTERAKSI SOSIAL DAN DAYA TARIK WISATA

Abstrak

Pasar tradisional tidak hanya berfungsi sebagai ruang pertukaran ekonomi, tetapi juga menjadi ruang interaksi sosial yang berpotensi membentuk daya tarik wisata. Perubahan pola perdagangan dan berkembangnya pasar modern menimbulkan tantangan terhadap keberadaan pasar tradisional sebagai ruang sosial masyarakat. Penelitian ini bertujuan menganalisis interaksi sosial pedagang dan pembeli melalui komunikasi, tawar menawar, hubungan sosial, serta kontribusinya terhadap daya tarik wisata Pasar Monju Kota Bandung. Penelitian menggunakan pendekatan deskriptif kualitatif dengan Pasar Monju sebagai lokasi penelitian. Data diperoleh melalui observasi, wawancara, dan dokumentasi, dengan informan yang dipilih secara purposif berdasarkan keterlibatan dan pengetahuan terhadap aktivitas pasar. Analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan, sedangkan keabsahan data diperiksa melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa komunikasi dan tawar menawar tidak hanya mendukung proses transaksi, tetapi menjadi medium terbentuknya interaksi sosial. Interaksi yang berlangsung secara berulang membangun keakraban, kepercayaan, kebersamaan, dan hubungan sosial antara pedagang dan pembeli. Kehidupan sosial tersebut memberikan pengalaman khas kepada pengunjung dan memperkuat daya tarik Pasar Monju. Penelitian ini menegaskan bahwa interaksi sosial merupakan unsur penting yang menghubungkan fungsi ekonomi, kehidupan sosial masyarakat, dan daya tarik wisata berbasis kehidupan masyarakat.

Traditional markets function not only as spaces for economic exchange but also as spaces for social interaction that can contribute to their development as tourist attractions. Changes in trading patterns and the growth of modern markets have created challenges for the sustainability of traditional markets as social spaces within communities. This study aims to analyze social interactions between traders and buyers through communication, bargaining, and social relationships, as well as their contribution to the tourist appeal of Monju Market in Bandung City. This study employed a descriptive qualitative approach, with Monju Market as the research setting. Data were collected through observation, interviews, and documentation. Informants were selected purposively based on their involvement in and knowledge of market activities. Data were analyzed through data reduction, data presentation, and conclusion drawing, while data credibility was established through source triangulation. The findings indicate that communication and bargaining not only facilitate transactions but also serve as important means of social interaction. Repeated interactions foster familiarity, trust, togetherness, and social relationships between traders and buyers. These social dynamics provide visitors with distinctive experiences and contribute to the tourist appeal of Monju Market. The study demonstrates that social interaction is an important element connecting the economic functions of the market, community social life, and tourism appeal rooted in everyday community life.