The Traditional Market of Indonesia: A Challenge and Opportunity After AEC in Industrial Revolution 4.0

The traditional market existed before the new challenge in marketing era begun. It has been part of traditions, where the public interaction often happens. Back to the history, traditional market not only the place to trade or exchange the bargaining products or goods but also the place where religions, politics is spread among the people. In years, it also faces many challenges, started from the ASEAN Economic Community, whereas the open and modern market is noticeably entered to the traditional market. The local products were competed and even some were defeated from the cross bordered market. In this condition, the traditional market was still being an attractive place for the people, compare to its originality or authenticity, quality of freshness, and in the other way could be a new attractive place to go or an attractive place for tourism. In following, the revolution industry 4.0 lately begun the new trend to be passed by the traditional market. The people are tent to buy the products through online applications dan payments. They used to make the market trend to be easily catch up by the users anytime. This might the latest challenges to be faced by the traditional market to compete with the new era competition, yet it is still has an opportunity to the new market era. In this writing, the writers used to deliver how the traditional market compete after AEC, during revolution Industry 4.0, and how the government regulate and protect the existence of the traditional market. This writing is using the normative juridical method, which use the applicable laws and regulations to analyse the legal issues. The data is collected based on the prevail regulations, literature studies, and data analysis. The paper aims to elaborate the opportunities and the challenges of traditional market in Indonesia to support the economic growth due to the new industrial market era, also to get to know how the government regulation in this situation, besides mentions some recommendations regarding the solution to overcome the challenges of the traditional market and the way to strengthen the position of traditional market include the protection of traditional market and the development of the market. Aside from that, the existence of the traditional market in the modern era could improve competitiveness and creativities. A challenge could be the new opportunity if the market strategy applied well.