The Survival of Acehnese Traditional Markets in the Modernization Era

  • M. Nazaruddin Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Malikussaleh, Indonesia
  • Ade Ikhsan Kamil Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Malikussaleh, Indonesia
  • Abdullah Akhyar Nasution Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Malikussaleh, Indonesia
  • Faizul Aulia Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Malikussaleh, Indonesia


This article examined the sustainability aspects of traditional markets from a socio-anthropological perspective. The author aimed to demonstrate that fundamental changes occur due to the convergence of two economic systems in contemporary society. In the research process, the author employed qualitative research methods using an ethnographic approach. The research took place in Bireuen Regency, Aceh Province, which is located in the western region of the Republic of Indonesia. The study subjects included traders, market visitors, and the surrounding community. Data collection techniques involved interviews, direct observations, and literature reviews. The collected data were analyzed ethnographically by categorizing and connecting all the data to obtain subtopics and their meanings. The research findings revealed the existence of subcultures and societal customs that have been organized and passed down through generations. Traditional markets now coexist with the influences of modernization.


Alexander, J. (1987). Trade, Traders, and Trading in Rural Java. Oxford University Press.
Alexandro, R., & Uda, T. (n.d.-a). The Role of Traditional Markets in Improving the Community’s Economy amid the Covid-19 Pandemic, Palangka Raya.
Aliyah, I., Yudana, G., & Sugiarti, R. (2020). Model of Traditional Market as Cultural Product Outlet and Tourism Destination in Current Era. Journal of Architecture and Urbanism, 44(1), 88–96.
Amiq, B. (n.d.). Strategy of Struggle: Traditional Market.
Anderson, A. G. (1980). The Rural Market in West Java. Economic Development and Cultural Change, 28(4), 753–777.
Arianty, N. (2017). Difference Analysis of the Modern Market and Traditional Market Strategy Based on Layout and Quality of Service. International Journal of Recent Scientific Research, 08(03), 16082–16088.
Ariyani, N. (2019). Penataan Pasar-Pasar Tradisional di Indonesia Berdasarkan Teori “Von Stufennaufbau De Rechtsordnung”.
Asi, N., & Karani, E. (2021). Communications Patterns in the Traditional Market “Pasar Sari Mulia” Kapuas City. Jurnal Bastrindo, 2(2), 151-160.
Asmayadi, E., & Hartini, S. (2015). The Impact of Service Quality and Product Quality towards Customer Loyalty through Emotional and Functional Values in Traditional Markets in Pontianak, Indonesia. European Journal of Business and Management, 7(5), 128-135.
Clemons, E. K., & Gao, G. (Gordon). (2008). Consumer Informedness and Diverse Consumer Purchasing Behaviors: Traditional Mass-Market, Trading Down, and Trading out into the Long Tail. Electronic Commerce Research and Applications, 7(1), 3–17.
Creswell, J.W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches.
Davies, J., Blekking, J., Hannah, C., Zimmer, A., Joshi, N., Anderson, P., Chilenga, A., & Evans, T. (2022). Governance of Traditional Markets and Rural-Urban Food Systems in Sub-Saharan Africa. Habitat International, 127, 102620.
Dewey, A. G. (1962). Trade and Social Control in Java. The Journal of the Royal Anthropological Institute of Great Britain and Ireland, 92(2), 177-190.
Dominique-Ferreira, S., Braga, R. J., & Rodrigues, B. Q. (2022). Role and Effect of Traditional Markets: The Internationally Awarded Case of Barcelos. Journal of Global Scholars of Marketing Science, 32(3), 470–492.
Geertz, C. (1963). Peddlers and Princes.
Hermanto, B., Suryanto, & Dai, R. M. (2018). Identification of Traditional Market Characteristics and Modern Markets in Pangandaran District, West Java Province, Indonesia. Advanced Science Letters, 24(1), 365–368.
Ilhami, M. R., & Abbas, E. W. (2022). The Social Values of the Banjar People in Traditional Markets. The Innovation of Social Studies Journal, 4(1), 2716–2354.
Inglehart, Ronald., & Welzel, C. (2005). Modernization, Cultural Change, and Democracy: The Human Development Sequence. Cambridge University Press.
Jeong, S. K., & Ban, Y. U. (2020). Spatial Configurations for The Revitalization of a Traditional Market: The Case of Yukgeori Market in Cheongju, South Korea. Sustainability, 12(7), 1-17.
Jung, J., Ko, E., & Woodside, A. G. (2021). How Shoppers’ Configurations of Demographics, Sustainability Assessments, and Place-Attractiveness Assessments Impact who Shops in Culturally Traditional Mega-Markets. Journal of Business Research, 122, 640–656.
Linares, E., & Bye, R. (2016). Traditional Markets in Mesoamerica: A Mosaic of History and Traditions. 151–177.
Marleni, M., Fitlayeni, R., & Putra, I. M. (2020). Social Network Typology of Doing Transactions in Minangkabau Traditional Market. Proceedings of the 2nd Social and Humaniora Research Symposium (SoRes, 2019).
Matondang, A. (2019). The Modernization Impacts for Indonesian Development. Asian Journal of Social Sciences & Humanities, 8(1), 47-54.
Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook. SAGE Publications.
Muftiadi, R. A., & Maulina, E. (2016). The Business Dynamic of Traditional Marketplace: Demand Preference Approach. AdBispreneur, 1(2), 113-126.
Nelwan, J. W., Lapian, S. L. H. V. J., & Rumokoy, F. S. (2017). Existence of Traditional Market. …… 3348 Jurnal EMBA, 5(3), 3348–3355.
Prihatminingtyas, B. (2017). Traditional Market Traders and Local Institutions in Malang City. European Journal of Business and Management, 9(30), 18-21.
Purnomo, M., Otten, F., & Faust, H. (2018). Indonesian Traditional Market Flexibility Amidst State-Promoted Market Competition. Social Sciences, 7(11), 1-17.
Putra, P., & Sawarjuwono, T. (2019). Traditional Market Merchant Attitudes in the Perspective of Islamic Business Ethics. Año, 35, 1471–1487.
Rahman Latif Alfian, Johan Iskandar, Budiawati Supangkat Iskandar, Suroso, Dicky P. Ermandara, Dede Mulyanto, & Partasasmita, R. (2020). Fish Species, Traders, and Trade in the Traditional Market: A Case Study in Pasar Baru, Balikpapan City, East Kalimantan, Indonesia. Biodiversitas Journal of Biological Diversity, 21(1), 393-406.
Rana, J., & Paul, J. (2017). Consumer Behavior and Purchase Intention for Organic Food: A Review and Research Agenda. Journal of Retailing and Consumer Services, 38, 157–165.
Rasyid, A., Lubis, R. F., Hutagalung, M. W. R., Lubis, M. A., Nor, M. R. M., & Vinandita, A. (2023). Local Wisdom Recognition in Inter-Ethnic Religious Conflict Resolution in Indonesia from Islah Perspective. JURIS (Jurnal Ilmiah Syariah), 22(1), 13-26.
Reeves, S., Kuper, A., & Hodges, B. D. (2008). Qualitative Research: Qualitative Research Methodologies: Ethnography. BMJ, 337(7668), 512–514.
Rizki, M., & Murtinah, T. S. (n.d.). The Impact of Regional Regulation Changes on Traditional Markets in the Capital City of Indonesia. International Journal of Innovation, Creativity, and Change, 13(4), 1259-1272.
Rofiah, C. (2022). Realist Ethnographic Approach: Strategy to Maintain the Sustainability of Traditional Market Culture Based on the Determination of “Pasaran Jawa”.
Santoso, J., & Irawati, M. (2015). The Future of the Traditional Market and its Importance to Develop the Global Competitiveness of the City Based on its Local-Specific Potentials. 180–190.
Septiari, E. D., & Kusuma, G. H. (2016). Understanding the Perception of Millennial Generation toward Traditional Market (A Study in Yogyakarta). Review of Integrative Business and Economics Research, 5(1), 30-43.
Siegel, J. (1969). The Rope of God.
Singh, A., & Verma, P. (2017). Factors Influencing Indian Consumers’ Actual Buying Behavior Towards Organic Food Products. Journal of Cleaner Production, 167, 473–483.
Song, Y., Escobar, O., Arzubiaga, U., & de Massis, A. (2022). The Digital Transformation of a Traditional Market Into an Entrepreneurial Ecosystem. Review of Managerial Science, 16(1), 65-88.
Spradley, J. P. (1979). The Ethnographic Interview. Holt, Rinehart, and Winston.
Sumampouw, O. O., & Mawuntu, P. (2020). Traditional Business Opportunities of Selling Cakes with Small Capital in Remboken Traditional Markets. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(5), 259-263.
Suryadarma, D. (2011). Competition between Traditional Food Traders and Supermarkets in Indonesia.
Suryo, A. S. (2007). Uroe Gantoe pada Masyarakat Aceh. Balai Pelestarian Sejarah dan Nilai Tradisional Banda Aceh.
Suyono, E., al Farooque, O., & Riswan, R. (2016). Toward a Model of Traditional Retailers and Sellers Empowerment in Improving Competitiveness Against Modern Markets in Banyumas Region, Indonesia. DLSU Business & Economics Review, 25(2), 147-165.
Wang, B., Shen, C., Cai, Y., Dai, L., Gai, S., & Liu, D. (2023). Consumer Culture in Traditional Food Market: The Influence of Chinese Consumers on the Cultural Construction of Chinese Barbecue. Food Control, 143, 109311.
Wang, H., Ko, E., Woodside, A., & Yu, J. (2021). SNS Marketing Activities as a Sustainable Competitive Advantage and Traditional Market Equity. Journal of Business Research, 130, 378–383.
Waterbury, R. G. (1968). The Traditional Market in a Provincial Urban Setting: Oaxaca, Mexico.
Watson, S. (2009). The Magic of the Marketplace: Sociality in a Neglected Public Space. Urban Studies, 46(8), 1577–1591.
Wiyarni, W. (2013). Javanese Traditional Market Cultural Value in Accounting World. IOSR Journal of Business and Management, 10(5), 9–16.
Yusuf, M., Jalilah, J., & Kesuma, T. (2022). Shariah Marketing Strategy of Micro, Small, and Medium Enterprises Products in Aceh: A Case of Minyeuk Pret. Jurnal Ilmiah Peuradeun, 10(2), 433-448.
Zhang, X. (2016). On Cultural Coexistence in an Age of Globalization. International Journal of Education and Research, 4(6), 163-168.
How to Cite
NAZARUDDIN, M. et al. The Survival of Acehnese Traditional Markets in the Modernization Era. Jurnal Ilmiah Peuradeun, [S.l.], v. 11, n. 3, p. 1053-1070, sep. 2023. ISSN 2443-2067. Available at: <>. Date accessed: 20 july 2024. doi: