A PERSPECTIVE FROM MARKETING MIX AND SALES PERFORMANCE: THE EXISTENCE OF MODERN RETAILERS AMID TRADITIONAL RETAILERS IN SONDER

: The rapid grow of modern retailer in almost major cities in Indonesia has an impact on economic development and has a strong effect on community decision-making about whether to shop in modern retailers or traditional retailers. This study aimed to analyze the existence of modern retailers amid traditional retailers in the perspective of marketing mix and sales performance. Descriptive qualitative approach was used in this study. Primary data was gained from interview with 30 respondents from traditional retail owner in Sonder district. Based on the result of the study, it shows (1) the presence of modern retail in Sonder district has an impact on 43% traditional retailers and 57% retailers not impacted. (2) Marketing mix strategy affecting on increasing traditional retailer sales performance which product and price variable has an important role. Meanwhile, the others remaining marketing mix strategy variable such as promotion and place did not play significant role in increasing the traditional retailer sales performance in Sonder.


Research Background
A modern retailer is a self-service store that sells various types of goods at retail. Modern stores are divided into minimarkets, supermarkets, hypermarkets, department stores and wholesalers. Especially minimarket sector is popular nowadays, with the spread of minimarket locations that are not only in the centre of town, but have penetrated into the suburbs, the minimarket sector has contributed to the growth of social-economic conditions in the city. In the other hand, traditional retailer is one of the businesses basic goods that are in demand Jurnal EMBA Vol.10 No.3 Juli 2022, Hal. 193-203 by many people, because of the distance that is not too far from home and very profitable for the store owners. Results sufficient for the living needs of the owners to make the quality of business small shops are much in demand by people as one of the home businesses. This effort classified as a business that is not so difficult because the necessary capital is not so much and can be done in your own home, therefore, the more many people who set up similar businesses can create work for himself or his family. Daily necessities can also be fulfilled because the income is said to be quite decent. However, the phenomenon of modern retailer growth in almost all major cities in Indonesia has an impact on economic development and has a strong effect on community decision-making about whether to shop in modern minimarkets or traditional retail stores. Based on Data from the Indonesian Retail Entrepreneurs Association (Aprindo) said that until the end of 2020 there were 1,200 stores or an average of 4-5 traditional retail stores closed per day. While in the period January to March 2021 recorded about 90 traditional retail stores or 1-2 stores closed per day. In terms of share of retail sales, AC. Nealson stated that even though traditional retail still dominates the market, the growth of modern retail (grocery retailing) in Indonesia increased very rapidly from 25% in 2002 to 44% in 2012. The most growth occurred in the minimarket format.
Linear with the national data, the same condition can also be found in Sonder District. Sonder District is a sub urban city located in Minahasa regency with the northern border Tomohon city and western border South Minahasa regency. In that condition, it made Sonder district flanked by two major cities and impacted as a crossing place to be passed by riders. This is a very potential business field for traditional retailers to sell their product. Based on the data observed by the researcher, there are around 168 traditional retail operating in Sonder district.
By the year of 2015, the modern retail has reached Sonder. According to data from interview, they were only 2 modern retail in Sonder back then. Current data obtained by observing the modern retail shows significant increase from 2 to 7 modern retail within 7 years. This significant increase of modern retail in Sonder has a potential of competitiveness to traditional retail.
According to traditional retail store owner nearest the modern retail store such as Alfamart and Indomaret, there are significant changing on people's preference to shop since the modern retailer store exist amidst traditional retailers in Sonder District and the most importantly, the existence affect their sales performance causing lower income/profit. From the case above, it is interesting to know what factors in Sonder are influencing consumer choice and the impact of marketing mix on sales performance. As in Sonder both modern retailer and traditional retailers are operating together. In addition to that, the COVID-19 Pandemic has an impact on modern retailers and traditional retailers. The COVID-19 Pandemic situation has changed people's buying and selling activities. They prefer to stay at home and shop for daily necessities nearest store or placing orders through online application. From this case, online shopping platform have significantly benefited because people are still afraid to leave the house to prevent being infected by the virus. This study find it urge to do a research regarding the impact of the marketing mix towards the existence of modern retailer to traditional retailer's sales in Sonder and further research on how they effecting their marketing strategies during COVID-19 Pandemic.

Research Objective
Based on the description that has been stated in the background above then the research objective is to analyze the impact of the existence of modern retailers on traditional retailers in Sonder and to analyze the impact of marketing mix to traditional retailers sales performance in Sonder.

Marketing Mix
Marketing mix means the product, price, place and promotion strategies to produce and carryout exchanges and achieve the target markets. "Marketing mix, interrelated actions and solutions to meet consumer needs and to achieve the company's marketing goals, a whole" (Sereikienė-Abromaitytė, 2013). Marketing mix, a set of relevant factors and solutions that enable customers to meet the (national) needs and achieve the goals set by the company (Pruskus, 2015). According to Singh (2016), marketing is a complex range of marketing mix solution variables used in the company seeking to sell their goods and services.

Population, Sample, and Sampling Technique
According to Sugiyono (2010:117) Population is a geographic generalization which consist object or subject that has quality and characteristic whom set by the researcher in order to study and make a conclusion. Population could be a person and other objects such as nature. At the same time, Furhan (2004) define the population as an object that represent the whole which was set by the researcher in detail. Population is a whole subject of research (Arikunto, 2002).The population of this research is the traditional retailer owner around modern retailers located in Sonder District, Minahasa.
Sample is a part of population or a representative of population (Arikunto 2002:108). However, sampling is a way or process to select and classify the population in order to get the sample representative (Nursalam 2003:97). The sample of this research is 30 traditional retailers' owner in Sonder District.
The sampling technique used in this research is purposive sampling, according to Sugiyono (2010) purposive sampling is a technique for collecting data samples from data sources with certain considerations, such as people who are known to understand the matter, can be trusted, or have authority, which will make it easier for the researcher to investigate a specific object or social circumstance.

Data Collection Method
This research uses both primary data and secondary data. The triangulation method is used to collect the primary data. The triangulation method consists of in-depth interview, moderate observation. The in-depth interview is conducted through direct interview, phone call and zoom meeting. In moderate observation, the researcher involves in some activities that the informants do, such as observing both traditional dan modern retailer's operational hours in order to have better understanding about the activity. The documentation are in forms of pictures and voice recordings. The secondary data has gathered through literature review, articles, journals, handbook, previous studies, and any other sources that already exists before.

Operational Definition of Research Variable
This research has two variables to analyses the impact of the existence of modern retailers amid traditional retailers. The variables are Marketing Mix and Sales Performance. The researcher will find out the perspective of two variables on the existence of modern retailers amid traditional retailers. 1. Product is anything that a producer can offer to be noticed, requested, sought, purchased, used, or consumed by the market as a fulfilment of the needs or desires of the relevant market, either in the form of goods or services. 2. Price is very important because it determines the profit and survival of the company. Pricing has an impact on the marketing strategy adjustments taken. The price elasticity of a product will also affect demand and sales. 3. Place refers to providing a product in a place for consumers, for easier access. Place is synonymous with distribution, covering marketing issues such as channel type, exposure, transportation, distribution, and location. 4. Promotion is a form of marketing communication which is an activity to disseminate information, influence, and remind the target market of the company and its products to be willing to accept, buy, and be loyal to the products offered by the company concerned. 5. Sales performance is the effective influence of traditional retail in running a business.

Result Interview Result
According to informant 1, a retailer since 1978, has one worker. Profit per month above 50 million. Opinion about the existence of Alfamart is not affecting the sales, income and quantity of costumer, it is because of the pre-paid strategy applied and of course the price comparison that is cheaper than Alfamart. Meanwhile, the retail has applied marketing mix strategy such as pre-paid product and barter system (Product), cheaper and affordable price (Price), and has built a well-known place and a strategic business location (Place). There is no specific promotion strategy applied, but the three marketing mix strategy mentioned above increasing the sales performance. Covid 19 Impact: affecting, down approximately 40% on sales performance due to PPKM.
According to informant 2, a wholesaler operated 20 years, has four workers. Profit per month approximately 50 million. Opinion about the existence of modern market (Alfamart/Indomaret) they stated not 197 Jurnal EMBA Vol.10 No.3 Juli 2022, Hal. 193-203 affected in terms of sales, income quantity of costumer, it is because the product is cheaper and the variety of product is almost the same as alfamart. Otherwise, the store has three marketing mix strategy which they stated helpful for the sales performance such as retailing system (Product), affordable and cheaper price (Price), in the middle of town location which is strategic but no promotion activities. Covid 19 Impact: affecting, down 70% approximately due to PPKM.
According to informant 3, A retailer since 2017 and a family business. Profit per month approximately below 50 million. When asked about the impact of the existence of Alfamart/Indomaret the owner strongly stated that it is not impacted on us because of the known and trusted buyer often come to shop and our price is much more cheap than them. For the marketing mix strategy, we do some kind of retailing system and the location is on the roadside so it really benefited for our sales performance. Covid19 Impact: affecting, down 95 % due to PPKM.
According to informant 4, This business is a family business small kiosk since 2011 located in Tounelet with profit per month under 50 million. The existence of modern market (Alfamart/Indomaret) in Sonder really affecting the sales performance, the owner stated. The main reason is because of the variety of product. Alfamart and Indomaret has lot of product meanwhile our kiosk is limited. For the price Miss Adrinci said that it is kind of relative. There is some product of ours which is cheaper than Alfamart/Indomaret but there is some product that is pricey. We depend our sales performance only on our strategic location which near the tourism spot and the retail system product Place strategic near the tourism spot, stated Miss Adrinci. Covid19 Impact: affecting, approximately down 70% due to PPKM.
According to informant 5, A 20 years old retail store and has four workers. Profit per month below 50 milion. When the owner asked about the existence of Alfamart/Indomaret stated that the existence is not impacting the sales performance. The reason is because of the product has similarity with Alfamart/Indomaret but with the cheaper price. We applied no specific promotion, our product has variety with affordable price, the place is near the traditional market which the crowded goes and we think that factor keep our costumer to shop with us and maintaining our sales performance. Covid19 Impact: quiet affecting, down approximately 60% due to PPKM.
According to informant 6, A 5 years old family business kiosk located in Kolongan Atas, Sonder with profit per month above 50 million. The owner stated that after the existence of Alfamart/Indomaret in Sonder, our kiosk remains the same or not affecting the sales performance or the quantity of costumer. The main reason is because our product offered daily needs and the kiosk depending on friends and family relative costumer. The costumer still loyal to us even though the price comparison between our kiosk and Alfamart/Indomaret is relative stated the owner. She adding that the big roadside location is play an important role in term of maintaining the sales performance. Covid19 Impact: affecting approx. 50% According to informant 7, A family business kiosk since 2009 with profit per month below 50 million. The opinion about the impact of the existence of Alfamart/Indomaret is not affecting, because of the radius. The advantages of our store is that we applied sampoerna promotion program which they help us to arrange the discount of the product similar like Alfamart/Indomaret promotion strategy also help us to promote through online platform like social media. The owner added that cheaper price with the near roadside location affecting our sales performance. Meanwhile, the Alfamart/Indomaret has variety of product and ours are limited. Covid19 Impact: affecting, down 50%.
According to informant 8, a family business retailer since 1997 with profit per month above 50 million. The opening of Alfamart/Indomaret in Sonder District is not affecting the sales performance. The main reason is that we have a similarity of product and longer operational hours, stated the owner. He added that our location is much more strategic than Alfamart/Indomaret because of the near school area. The price is a lot cheaper with variety of product. The longer operational hours I think really help us in gaining our sales performance, said the owner. Covid19 Impact: not affecting, up to 50 % in sales performance due to PPKM According to informant 9, One of the small shops near Alfamart/Indomaret is Rike's mother's shop. The store was founded in 1995 and has a monthly turnover of under 50 million. According to Yanti's mother, after the establishment of Alfamart in Sonder District, it greatly affected the income of the store. Revenue after the establishment of modern retail roughly decreased by about 30 percent. This, according to Mrs. Rike's narrative, occurred due to several factors, namely incomplete products, limited facilities and the location of trading places in residential areas, while modern retail has a roadside location and has a complete variety of products by applying a discount or promo system several times. Even in the current pandemic, when PPKM was implemented, this store's revenue had decreased by 50 percent.
According to informant 10, one of the other kiosks is Kios Len, which was founded in 2013 and has an income of under 50 million. According to Mr. Le, the establishment of modern retail such as Alfamart and

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Jurnal EMBA Vol.10 No.3 Juli 2022, Hal. 193-203 Indomaret does not affect the income of his stores. Mr. Len's income has not decreased at all since the existence of Alfamart/Indomaret, according to Mr. Len with the existence of Alfamart/Indomaret there is no impact or change on his income (the same). Because the prices we sell are cheaper than Alfamart/Indomaret and our goods can be purchased retail. The location of this kiosk is also adjacent to the offices and homes of residents. So, it can be said that it is strategic and that is what keeps customers loyal to shop at our Kiosk. The weakness of this shop according to Mr. Len's narrative is that there is no promotion either through social media and others. Meanwhile, when implementing PPKM, this kiosk experienced a decrease in sales of around 30% According to informant 11, The Nova shop, which was founded in 2011 and has a monthly income of under 50 million. According to Mrs. Nova, after the establishment of Alfamart/Indomaret in Sonder District, it had an impact on the sales and revenue of the store. Income has decreased, because most of the consumers who drive through this shop have switched to shopping at modern retail. According to Mrs. Nova, this is influenced by facilities such as parking lots and rest areas provided by Alfamart/Indomaret. The promo price from the modern retail is also very attractive for customers to shop. Income during the implementation of PPKM also decreased by around 70 percent.
According to informant 12, one of the small kiosks that has been around since 2010 has a monthly income of over 50 million. According to Mrs. Sheron, the establishment of Alfamart/Indomaret in Sonder sub-district has no impact on the sales of the store's revenue. Mrs. Sheron's income has not decreased in the slightest since the existence of Alfamart/Indomaret. The reason is because according to Sheron's mother, the shop's customers are mostly from the lower classes, so they buy it in retail and the price is cheaper than Alfamart/Indomaret. So, the customers of this store are predominantly visited by people who have subscribed. There is no promotion and the location is less strategic because it is on the trail but it does not affect the store's sales activity. Except when PPKM took place, approximately 50% experienced a decrease in income.
According to informant 13, Toko Alo is one of the shops in Tounelet Village that has been around since 2010. The monthly income of this shop reaches 50 million per month. According to Mr. Alo, the existence of Alfamart/Indomaret in Sonder sub-district is quite influential on the income and sales of stores. The modern retail atmosphere that is comfortable to visit and the presence of toilet facilities indirectly make customers prefer to go to Alfamart/Indomaret compared to small shops. Although in terms of our store prices are much cheaper. In addition, other advantages of modern retail are the promos offered and the existence of a location in the city centre which is clearly not available in our store. The impact of the PPKM applied affects sales of around 50 percent.
According to informant 14, The Felly shop, which has only been operating for a few months, does not have employees where the shop is managed by the family, the turnover obtained by the Felly shop is under 50 million and according to the owner of the shop, the presence of Alfamart does not have much effect on the felly shop business. the products sold at the Felly Store resemble the products offered at Alfamart, for the marketing strategy used by the Felly Store based on the interview information in katakana so far the owner has not used any promotional strategies. And during the Covid 19 pandemic, especially when PPKM was implemented, there was no impact felt by the Felly shop owner.
According to informant 15, The Mawar Sharon Kiosk, which has been operating for the past 1 year or so, is a business managed by the family, which was obtained based on the information of Efraim Robert (Respondent), for approximately 1 year the turnover obtained by the Mawar Sharon Kiosk is still below 50 Million, and the opinion of Alfamart's presence is said to have little impact on the kiosk. This is because the Mawar Sharon Kiosk has an advantage in terms of cheaper prices compared to Alfamart, for the drawbacks of the Mawar Sharon kiosk are that the products sold are not as complete as those at Alfamart. Until now, promotion using social media has not been carried out by the kiosk owner. For the location of the kiosk, based on the respondent's information, it was said that the location of the kiosk had a strategic location, and during PPKM it was said that there was an impact on the kiosk's revenue turnover which decreased by 50%.
According to informant 16, The makernism shop has been operating for 14 years and this business is managed by the family, for the income earned by this shop is still below 50 million, opinions about the presence of Alfamart have an impact on the shop, because the shop has products that are not as complete as Alfamart but based on the owner's statement it is said that the price offered by the makenism stall is cheaper than the alfamart, based on additional information why the price offered is cheaper because the alfamart must provide tax in every purchase transaction while in the shop there is no tax fee. The location of the Makernisme shop is strategic because it is on the side of the road and is easily accessible by the surrounding community, and during PPKM the Makernism shop experienced a 70% decrease in turnover due to reduced operating hours.
According to informant 17, The Fibra Kiosk which is managed by the family has been operating for 20 years, the turnover of the Kiosk is in the category below 50 million, and the opinion of the presence of Alfamart

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Jurnal EMBA Vol.10 No.3 Juli 2022,  in the opinion of the respondents is that it does not have much impact on the Fibra Kiosk. buyers can buy goods or retail products, as for the shortcomings of the fibra kiosk, the product is not as much as what is offered at Alfamart, in promoting the fibra kiosk using social media Facebook and also often holding down prices for some of the products in the Kiosk. For the location of the Kiosk, it is in a strategic location and during PPKM based on the results of interviews, it is said that there is a decrease in income of around 30%.
According to informant 18, A shop that has been operating for 1 year 2 months, and for monthly income based on the results of interviews it is said that the monthly turnover of the stall is 4 million which means it is under the 50 million category, the opinion about the presence of Alfamart is that it has an impact on the shop in terms of income and customers, the advantage of the warung in katakana is that buyers can buy retail goods. The drawbacks of the shop are that it is not as attractive as Alfamart, which is neater and more modern and the location of the shop is said to be strategic enough for the promotion of the shop. The shop also uses social media Facebook and the advantage of this shop is that customers can order via cellphone or facebook. As long as PPKM stalls experience a decrease in income.
According to informant 19, The Esra Rondor store which has been operating for approximately 20 years and has 1 worker, the monthly turnover it gets reaches 50 million, opinions about the presence of Alfamart based on the store owner's information have no impact on the store, for promotions so far they have not used social media and the advantages of Esra Rondor store is to offer products at lower prices and the location of the store is in a strategic place, during PPKM it is said that the store's revenue has increased by 50% According to informant 20, Warung Rio, which has been operating since 1980, has an income of under 50 million, this warung is operated by a family. Opinions about the presence of Alfamart are said to have an impact on stalls, because the prices offered by Alfamart are cheaper and Rio's stalls do not use any promotional strategies to promote their products. During PPKM, the opinion of Warung Rio fell by 70%.
According to informant 21, Mrs. Meidy is one of the owners of a small shop in Sonder which has been operating since 9 years ago or around 2013. The monthly turnover of this shop is below 50 million. According to Mrs. Meidy, the presence of Alfamart/Indomaret has a bad impact on the sales and revenue of her shop because Mrs. Meidy's shop is on a footpath and the position of her shop is not far from modern retail, where I hope that people who drive both motorbikes and cars stop and stop at the shop. mothers, but with the existence of Alfamart/Indomaret they prefer to shop at Alfamart/Indomaret than the mother's shop. This indicates the weakness of the location of this shop. The product prices are cheaper than modern retail, but the products offered are clearly more varied and complete with Alfamart/Indomaret. The promotion part of Meidy's shop is not done differently from Alfamart/Indomaret. Meanwhile, when PPKM was implemented, our store lost about 50 percent of its revenue.
According to informant 22, Warung Q'ko with the owner Mr. Jerico has been operating since 2012. The monthly turnover of this shop is below 50 million. According to Mr. Jerico, the establishment of Alfamart/Indomaret in Sonder District affected the sales and income of the store. Income has decreased, because consumers who used to only shop at our store and now mostly shop at Alfamart minimarkets. This is due to the limited stock of products and services and facilities for customers which are not as good as Alfamart/Indomaret. For product prices, this shop offers relatively cheap prices compared to Alfamart/Indomaret. However, promotion and location are also the main factors that customers prefer to shop at modern retail where our stalls are located in narrow alleys so they are less visible while Alfamart/Indomaret are on the edge of a trans road and in the middle of an industrial center. Since the existence of PPKM, income has decreased by 50%.
According to informant 23, Kios Yemi is a kiosk across the street run by Mrs. Yemi and her family and has been around since 2015. The monthly income of this kiosk is below 50 million. According to Mrs. Yemi, the presence of Alfamart/Indomaret in Sonder District has an impact on kiosk sales and revenue. This is due to inadequate marketing strategies such as lack of promotion and higher product pricing. The kiosk facilities are also very different from Alfamart/Indomaret where our kiosk is narrow and the products available are limited. The impact of implementing PPKM has decreased by around 70 percent.
According to informant 24, Warung Danu is a one-stop shop that has been around since 2013 with a monthly income of under 50 million. According to Mr. Danu, the establishment of Alfamart/Indomaret in Sonder District does not affect the sales and revenue of the store. This is because the prices we sell are cheaper than Alfamart/Indomaret and our products are predominantly staples and basic necessities that cannot be bought retail at modern retail. Thus, our products are considered to be very suitable for the daily needs of consumers. We also do promotions through social media such as Facebook and the location where we trade is very strategic, namely in the middle of a traditional market. Since PPKM, the decline in sales is not significant, around 20 percent