STRATEGI BERTAHAN PEDAGANG BUKU DI TERMINAL SENEN, DKI JAKARTA

Abstract

Digitalization presents a dual effect, specifically as a symbol of changing technological advancement and as deterioration in various areas that were not related to the digital process. The printing industry is one of the many aspect areas affected by the digitalization. Bookselling is one of the sectors that can be illustrated by the existence of digitalization. It can be seen from the start of the printing process, publishing to the marketing of books. This study was conducted in the Senen Terminal area, DKI Jakarta province. Using qualitative approach in the case study, this study aims to explain the practice of bookselling at Senen Terminal and how they survive in the digitalization era. Primary data collected by utilizing the collected observation and in-depth interviews with several informants, while secondary data collected through reliable news reports/documents and statistical data. Based on observations and in-depth interviews, the booksellers still optimist with physical bookselling even if it has to consider collaboration between online and convensionalmarketing and selling methods. Customers claim that they feel comfortable and satisfied when they come to choose physical books and bring them home. Besides, the historical memory of the booksellingat Senen Terminal has been going on for decades and hard to ignore. Furthermore, the existence and domination of the Batak ethnic group in that area, make it an interesting case to study.