Vegetables seller strategy in serving milennial consumers (Case study Pabaeng-Baeng market in Makassar City)

Abstract

This study aims to know internal and external factors that affect millennial consumers and know strategies to improve the services of vegetable traders. This research was conducted at the Pabaeng-baeng Market in Makassar City. Methods of data collection by observation, interviews, and giving questionnaires. The stages of SWOT analysis are carried out in 4 (four) stages, namely data collection, SWOT determination, strategy formulation and decision making and business position determination. Based on the SWOT analysis conducted it can be concluded that the business position of vegetable traders in Pabaeng-baeng Market is in quadrant II. This states that this business has great strength but has great challenges. The right strategy is the ST strategy by providing lower prices than other sellers, guaranteeing that the vegetables sold are still new and fresh, and utilizing existing technology to market vegetables through social media.