ANALYSIS OF OPPORTUNITIES AND OBSTACLES OF THE THRIFTING PHENOMENON AS A SHOPPING TOURISM ATTRACTION OF PASAR BARU JAKARTA

Abstract

Urban tourism has become an important part of economic and socio-cultural development in many regions around the world. Jakarta, the capital of Indonesia, has a rich and varied history in business and tourism. Various traditional markets in Jakarta, such as Pasar Baru, are trade centers and tourist attractions rich in history and culture. Apart from that, the phenomenon of thrifting or buying used goods has also become a trend that has grown rapidly in Jakarta in recent years. This practice is a way to save money and a form of self-expression and environmental awareness. However, despite promising tourism and business opportunities, several challenges need to be overcome, including the social stigma against second-hand goods, product hygiene and quality, and a lack of effective promotion. This research aims to determine the opportunities that exist in developing the thrifting phenomenon in Pasar Baru, including market potential, tourist interest, and market needs. As well as knowing the obstacles faced in developing the thrifting phenomenon in Pasar Baru, such as social stigma, product quality, and lack of promotion. This type of research is qualitative with data collection techniques, namely interviews, observation, documentation, and literature study. The data processing techniques in this research are data reduction, data presentation, and conclusion. This research concludes that there are opportunities and obstacles to thrifting. Opportunities include thrifting becoming a global trend that is popular with various groups, including tourists, with a high interest in fashion, uniqueness and diversity, affordable prices, and tourist attractions. As for obstacles, government regulations for thrifting are still prohibited from being imported on a large scale, negative stigma in Indonesia, the quality of thrifting goods varies in terms of health aspects for the user, and lack of promotion. Keywords: Tourism, Thrifting, Shopping Tourism, Pasar Baru