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Journal of Humanities, Language, Culture and Business (HLCB)
Vol. 1: no. 3 (2017) page 108-120 | www.icohlcb.com | eISSN: 01268147 |
108
MAPPING OF TRADITIONAL MARKETPLACES IN
BANDUNG, INDONESIA: PRESERVING THE LOCAL
CULTURE, IDENTITY & HERITAGE
Fajar S.A. Prabowo1, Dini Turipanam Alamanda2 Yulinda Pancawuri3, & Raden
Aswin Rahadi4*
1,2,3 School of Economy & Business, Telkom University, Bandung, Indonesia
4* School of Maritime Business & Management, Universiti Malaysia Terengganu, Kuala
Nerus, Malaysia (corresponding author)
(1 [email protected], 2 [email protected].,3
[email protected], 4* [email protected])
Abstract
Traditional marketplaces are currently declining in numbers and state. Plenty of traditional
marketplaces, particularly in Bandung area of Indonesia are closing or on the verge of
bankruptcy due to poor management and diminishing numbers of visitors to the
marketplaces. This study aims to address and lists all of the remaining traditional markets
in Bandung, Indonesia along with the report of its current conditions. This study has
managed to record and mapped 40 (forty) traditional marketplaces in Bandung, Indonesia.
Documentation to most of the remaining traditional marketplaces on its current state are
also being performed. The findings suggested that although the numbers of traditional
marketplaces in Bandung, Indonesia are still plenty, with population vs. traditional
marketplaces ratio of 60.000:1, with its current shape and order, the number of traditional
marketplaces is prone to reduction and extinction in the future. Traditional marketplaces as
one of the local culture and heritage identity of an area should be preserved. This study is
among one of the pioneer studies to list and locate traditional marketplaces in Indonesia,
particularly in Bandung area. In parallel with this study, the authors also have started to
conduct analysis to identify the factors that affect the traditional marketplaces decay. It is
expected that these research findings will be useful for the stakeholders to monitor and take
precautionary or active actions to save traditional marketplaces in Bandung, Indonesia.
Keywords: Traditional Marketplace; Community Based Tourism; Sustainable Tourism;
Governance and Tourism; Indonesia.
2017 JHLCB
1. INTRODUCTION
Marketplace in Indonesia originally was established because the society needs to obtain daily
necessity goods. It began by bartering daily-use products with the sailors from China, the
people started to sell their products, and along with the improvements on the transaction, the
Chinese introduced the concept of currency. Marketplaces were initially scattered for their
presence locations, however, during the Dutch occupation, traditional marketplaces were
given proper place and appropriate buildings. It was assumed that the concept of the
Journal of Humanities, Language, Culture and Business (HLCB)
Vol. 1: no. 3 (2017) page 108-120 | www.icohlcb.com | eISSN: 01268147 |
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traditional marketplace has already introduced since the Kutai Kartanegara kingdom back in
the 5th century (Malano, 2011).
Since that time, traditional marketplaces continue to grow, up until now, where the number
of traditional marketplaces in Indonesia has reached the number of 13.450 as per 2016
(Hardum, 2016). According to the Indonesian Presidential Decree No. 122, 2007,
marketplace as an area for product transaction with the number of seller more than one can
be categorized as a mall, a traditional marketplace, shopping center, Plaza, trade center, or
other names (Peraturan Presiden (Perpres) RI No. 122, 2007).
Indonesian Trade Ministry stated that market in economic terms means a situation where
one or more consumers and producers or sellers conducting transaction after both parties
have agreed on the value and the numbers of the products being sold, with particular quality
that becomes the transaction objects. Both consumers and vendors gain benefits of the
transaction or market. The buyer would obtain the product that they required to fulfil their
needs, while the seller in return would get income that they can use to finance their activities
as economic, production, or trade participant (Indonesian Trade Ministry, 2013).
Based on the statement above, it can be concluded that a marketplace is a place where the
trade of services or products with vendors more than one, where interaction process of
negotiation between merchants and consumers happened, up until a specific amount of
products and price are agreed by both parties.
1.1 Function of Marketplace
From its service, marketplace acted as a place or vessel of public utilities. This definition
can be reviewed from different angles, including:
1. Economic Angles
Is a transaction vessel between producers and consumers that cater the supply and
demand needs for both parties.
2. Socio-culture Angles
Is a direct social contract that has become a tradition in society, where interaction
happened in the informal and formal sectors.
3. Architecture
Shows locality and local wisdom of each region with their respective buildings
physical shapes and artifacts.
1.2 Types of Marketplace
From its activities, the marketplace can be divided into two:
1. Traditional Marketplace
Is a place where vendors and consumers are met. Identified by the direct transaction
between vendors and sellers; buildings designed with kiosks, lots, and open spaces.
Products sold in traditional marketplace usually are the daily necessities products
such as fish, fruits, vegetables, eggs, meats, fabrics, electronics, local foods, local
delicacies, services, and others. The system in this particular marketplace is that
during the transaction process, consumers come to their vendor's kiosks or locations,
and conduct bargaining process to settle the price and volume of products sold. This
kind of marketplaces usually can be found near housing area.
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2. Modern Marketplace
Is a place where vendors and consumers are met. Identified by the complicated
transaction between vendors and sellers. Consumers choose the product by
themselves (self-service) from the already available shelves with product
descriptions and price. The price is fixed and cannot be bargained.
2. TRADITIONAL MARKETPLACES IN BANDUNG, INDONESIA
Traditional marketplaces as markets that are being built and maintained by the government,
municipal, private, government corporation, and/ or municipal corporation, include within a
cooperation between government and private sectors with business places defined as stores,
kiosks, lots, and open space area owned or maintained by small and medium class vendors,
with companies performed in small scale, little capital, and with transaction process via
bargain (Peraturan Presiden RI No. 112, 2007).
According to Malano (2011), a traditional marketplace is a place where vendors and
consumers are met, characterized by a direct transaction between both parties that involves
bargaining process. The marketplace building consisted of kiosks, shops, lots, and open
spaces for the parties to meet. Most of the vendors sell daily supplies products such as fish,
fruits, vegetables, eggs, meats, fabrics, and others. The items sold in the traditional
marketplace usually local products with free quality control. From the quantity of product
being sold, the number of articles is not much, so consumers will have the freedom to look
for the products in other vendors/ stores. Traditional marketplace market segment is middle
to low. Their chain of distributions consisted of producers > distributors > sub-distributors
> retailers/ vendors > consumers.
In Indonesia, traditional marketplace commonly can be found in each district or Kecamatan.
Sometimes one Kecamatan can have more than two traditional marketplaces. In Bandung
city itself, at least there are 40 traditional marketplaces run by either by the government or
private companies. The location and characteristics of those traditional marketplaces can be
seen in the following table and figure:
Table 1. Traditional Marketplace Locations in Bandung
No. Market
(Pasar) Name Address No.
Market
(Pasar) Name Address
1. Pasar
Gegerkalong
Jl. Gegerkalong
Tengah/ Kec.
Sukasari
21. Pasar Cihapit
Jl. Cihapit, Kel.
Cihapit / Kec.
Bandung Wetan
2. Pasar Sarijadi
Jl. Sari Asih, Kel.
Sarijadi / Kec.
Sukasari
22. Pasar Cikaso
Jl. Citamiang, Kel.
Cicadas / Kec.
Cibeunying Kaler
3. Pasar
Sederhana
Jl. Jurang No. 1,
Pasteur, Sukajadi 23. Pasar Cicadas
Jl. Ibrahim Adjie,
Kel. Babakan
Surabaya / Kec.
Kiaracondong
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4. Pasar Dago
Jl. Ir, H, Juanda /
Sub Terminal Dago
Kel. Dago / Kec.
Coblong
24. Pasar
Cicaheum
Jl. Kaum,
Kiaracondong,
Padasuka
5. Pasar Simpang
Jl Ir. H. Djuanda,
Lebak Gede,
Coblong
25. Pasar
Kiaracondong
Jl. Kebon Jayanti/
Kec.
Kiaracondong
6. Pasar Sadang
Serang
Jl. Sadang Serang,
Kel. Sadang Serang
/ Kec. Coblong
26. Pasar Saeuran
Jl. Gatot Subroto,
Kel. Binong / Kec.
Batununggal
7. Pasar Balubur
Jl. Tamansari,
Tamansari,
Bandung Wetan
27. Pasar Palasari
Jl. Palasari, Kel.
Turangga / Kec.
Lengkong
8. Pasar Puyuh
Jl. Puyuh, Kel.
Lebak Gede / Kec.
Coblong
28. Pasar
Kosambi Jl. Kosambi
9. Pasar
Cihaurgeulis
Jl. Surapati,
Sukaluyu,
Cibeunying Kale
29. Pasar Baru
Jl. Otto
Iskandardinata
No. 70,
Kecamatan Andir
Kota Bandung
10. Pasar Gempol
Jl. Gempol, Kel.
Citarum / Kec.
Bandung Wetan
30. Pasar Kota
Kembang
Jl Asia Afrika,
Kel. Balong Gede
/ Kec. Regol
11. Pasar Jatayu
Jl. Komodor
Supadio, Kel.
Husein Sastranegara
/ Kec. Cicendo
31. Pasar Banceuy
Jl. Banceuy, Kel.
Braga / Kec.
Sumur Bandung
12. Pasar
Pamoyanan
Jl. Dursasana, Kel.
Padjadjaran/Kec.
Cicendo
32. Pasar
Cikapundung
Jl. ABC, Braga,
Sumur Bandung
13. Pasar Ciroyom
Jl. Ciroyom, Kel.
Ciroyom / Kec.
Andir
33. Pasar Anyar
Jl. Astanaanyar,
Nyengseret,
Astanaanyar
14. Pasar Andir
Jl. Waringin
Kelurahan
Ciroyom,
Kecamatan Andir
34. Pasar Moh.
Toha (ITC)
Jl. Dewi Sartika –
Jl. Moh. Toha Kel.
Pungkur Kec.
Regol Kota
Bandung
15. Pasar Pagarsih
Jl. Pagarsih, Kel.
Cibadak / Kec.
Astranaanyar
35. Pasar
Leuwipanjang Jl. Leuwi Panjang
16. Pasar Gang
Saleh
Jl. Kesatrian/ Gang
Saleh, Kel. Arjuna /
Kec. Cicendo
36. Pasar Buah
Batu
Jl. Puskesma RT.
05 / Rw. 01 Kel.
Kujangsari / Kec.
Bandung Kidul
17. Pasar Sukahaji
Jl. Petam, Kel 19
Suka Asih, Kec
Bojongloa Kaler
37. Pasar Ciwastra
Darwati,
Mekarjaya,
Rancasari
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18. Pasar Cijerah Jl. Cijerah,
Bandung Kulon 38.
Pasar
Gedebage
Jl. Soekarno -
Hatta, Kel.
Mekarmulya /
Kec. Panyileukan
19. Pasar
Wastukancana
Jl. Wastukancana,
Tamansari,
Bandung Wetan
39. Pasar
Ujungberung
Jl. A.H. Nasution,
Pasirwangi,
Ujungberung
20. Pasar Kebon
Sirih
Jl. Kebon Sirih,
Kel. Merdeka / Kec.
Sumur Bandung
40. Pasar
Karapitan Jl. Moch. Ramdan
Source: PD Pasar Bermartabat Kota Bandung (2017)
Based on the locational information above, the authors have able to map the whole major
traditional marketplaces available in Bandung, as seen in Figure 1 below:
Figure 1. Locational Mapping of Major Traditional Marketplaces in Bandung
Source: PD Pasar Bermartabat Kota Bandung (2017) & Authors’ Interpretation. Base map
is retrieved using Google Maps (2017).
Most of the traditional marketplaces open in a temporary time or with limited services.
However, there are several traditional marketplaces with 24 hours opening time. These
marketplaces condition are under maintained, dirty, tarnished, and congested. Some
examples of the conditions of Buah Batu traditional marketplace and Sederhana traditional
marketplace can be found in Figure 2.
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Figure 2. Examples of Conditions of Buah Batu Traditional Marketplace and Sederhana
Traditional Marketplace in Bandung Source: Author’s Documentation (2016)
3. TRADITIONAL MARKETPLACES CLASSIFICATIONS IN BANDUNG,
INDONESIA
A marketplace as a local company can be categorized into two categories: based on their
activities and based on their management.
Based on their operations, the marketplace can be classified into three types:
1. Local marketplace, where there are supplies and demands for products in local form.
2. Wholesale marketplace, where there are supplies and demands for products to a great
quantity.
3. Central marketplace, with larger, are than the wholesale marketplace. It is the
location where all of the comestibles products are being stored centrally before
distributed to the wholesale marketplaces and other marketplaces
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Based on information that the authors can gather, in Bandung, there are two traditional
central marketplaces: Gedebage and Caringin Traditional Marketplaces.
Based on management status, the traditional marketplace can be categorised into two
categories:
1. Government Traditional Marketplace, where the mayor office provides space for
their citizens to sell items or services. This type of traditional marketplace is usually
being run and managed by the central or municipal government.
2. Private Traditional Marketplace, where a private company that has been given
permission by the mayor office to provide space for their citizens to sell items or
services.
Based on the information that the authors can gather, in Bandung, there are 9 (nine)
traditional marketplaces that are being managed by private companies. The rest (thirty-one
traditional marketplaces) are being run and administered by the government. Below is the
division of each traditional marketplace in Bandung, categorised by their management:
Table 2. Classification of Traditional Marketplaces in Bandung, Based on their
Management Status
No.
Market
(Pasar)
Name
No. Market
(Pasar) Name No.
Market
(Pasar)
Name
No. Market
(Pasar) Name
1. Pasar
Gegerkalong 11. Pasar Jatayu 21. Pasar Cihapit 31.
Pasar
Banceuy
2. Pasar
Sarijadi 12.
Pasar
Pamoyanan 22. Pasar Cikaso 32.
Pasar
Cikapundung
3. Pasar
Sederhana 13.
Pasar
Ciroyom 23.
Pasar
Cicadas 33. Pasar Anyar
4. Pasar Dago 14. Pasar Andir 24. Pasar
Cicaheum 34.
Pasar Moh.
Toha (ITC)
5. Pasar
Simpang 15. Pasar Pagarsih 25.
Pasar
Kiaracondong 35.
Pasar
Leuwipanjang
6.
Pasar
Sadang
Serang
16. Pasar Gang
Saleh 26. Pasar Saeuran 36.
Pasar Buah
Batu
7. Pasar
Balubur 17. Pasar Sukahaji 27. Pasar Palasari 37.
Pasar
Ciwastra
8. Pasar Puyuh 18. Pasar Cijerah 28. Pasar
Kosambi 38.
Pasar
Gedebage
9. Pasar
Cihaurgeulis 19.
Pasar
Wastukancana 29. Pasar Baru 39.
Pasar
Ujungberung
10. Pasar
Gempol 20.
Pasar Kebon
Sirih 30.
Pasar Kota
Kembang 40.
Pasar
Karapitan
Note: Traditional Marketplaces with Highlighted and Bold Color are the ones Managed by
Private Companies.
Source: PD Pasar Bermartabat Kota Bandung (2017)
Traditional marketplaces based on their Classes can be categorised into three different
categories, according to the Bandung Municipal Decree No. 20, the year 2001 about
Marketplace Retribution. The classes are:
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1. 1st Class.
It is characterised by basic land size minimum of 2000 sqm. If it is located in protocol
road, it must have more than 235 kiosks with vendors more than 250 people.
Alternatively, it can be located not on in protocol road but must have more than 475
stalls with vendors more than 500 people.
2. 2nd Class.
It is characterised by basic land size minimum of 1500 sqm. If it is located in protocol
road, it must have less than 235 kiosks with vendors less than 250 people. If it is not
located in protocol road, it must have less than 475 stalls with vendors less than 500
people.
3. 3rd Class.
Traditional marketplaces with basic land size minimum of 1000 sqm. All traditional
marketplaces that are not included nor categorised in the first and second classes.
Based on the categorization above, the authors can group and map the current traditional
marketplaces in Bandung area as follows:
Table 3. Traditional Marketplaces Classifications in Bandung, Based on their Classes
Table 3. Traditional Marketplaces Classifications in Bandung, Based on their Classes
1st Class 2nd Class 3rd Class
Pasar Balubur
Pasar Ciroyom
Pasar Andir
Pasar Cicadas
Pasar Kiaracondong
Pasar Kosambi
Pasar Baru
Pasar Anyar
Pasar Gedebage
Pasar Ujungberung
Pasar Karapitan
Pasar Gegerkalong
Pasar Sederhana
Pasar Simpang
Pasar Sadang Serang
Pasar Cihaurgeulis
Pasar Jatayu
Pasar Pamoyanan
Pasar Pagarsih
Pasar Sukahaji
Pasar Cijerah
Pasar Wastukancana
Pasar Cihapit
Pasar Cicaheum
Pasar Palasari
Pasar Banceuy
Pasar Cikapundung
Pasar Moh. Toha (ITC)
Pasar Leuwipanjang
Pasar Ciwastra
Pasar Sarijadi
Pasar Dago
Pasar Puyuh
Pasar Gempol
Pasar Gang Saleh
Pasar Kebon
Sirih
Pasar Cikaso
Pasar Saeuran
Pasar Kota
Kembang
Pasar Kordon
Source: PD. Pasar Bermartabat Kota Bandung (2017)
4. DISCUSSIONS
Traditional marketplaces are the real example on how Indonesian performed their national
motto of Bhinneka Tunggal Ika (Unity in Diversity), where it has become a cultural thing in
Indonesia. There are plenty of tribes and characters meet and compete within the
marketplace. The golden age of traditional marketplaces in Indonesia only runs between
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1960-1970s. Right now, it is usually associated with dirty, chaotic, and tarnished images.
With all of its weaknesses, the traditional marketplace offers plenty of things compared with
their contemporaries. Besides their relative cheaper price, they also offer freshness and
unique traits of availability of bargain. This condition is very suitable for Indonesian,
particularly for the ones with middle to low income, who always looked for products and
daily necessities with the lowest price, although with lower quality, compared with
supermarkets or malls (Malano, 2011).
The phenomenon of decreasing attendance in traditional marketplaces occurs due to the
more sophisticated era, with increased global economic conditions. The improved income
level also somewhat improve the customer's’ lifestyle. A society with modern lifestyle
prefers to go to marketplaces with modern management, easy, clean, comfortable, and offers
plenty of options (Malano, 2011). This condition worsened when the PD Pasar Bermartabat
Bandung mentioned that from the overall available 40 traditional marketplaces in Bandung,
only twenty-one or 52.5% of the traditional marketplaces could be considered in good
condition. Fifteen of them are under maintained, and four of them and inadequate (PD Pasar
Bermartabat Kota Bandung, 2017).
The most recent exemplar is the condition happened in Caringin traditional marketplace in
Bandung, where nearby a new modern marketplace was being built. Consumers are quickly
leaving the Caringin traditional marketplace and shop in the modern marketplace, as it offers
more facilities and comforts of a modern marketplace (Ramdani, 2012).
The introduction of the modern marketplace does improve the consumers; however, it will
become threats to the existence of traditional marketplaces. Statistically, it can be seen based
on the available data in 2008, which shows that the modern marketplace was growing for
31.4% yearly, while the traditional marketplace is decreasing up to 8.1% yearly (Malano,
2011).
In the year of 2009, the Sederhana traditional marketplace, located in Sukajadi area of
Bandung is the most sought up traditional marketplace by their consumers. Because of that,
plenty of vendors fight for the remaining lots and kiosks to rent. However, as nearby, a new
shopping mall and modern marketplace are being introduced there, they are offer threats to
the existing vendors. According to the PD Pasar Bermartabat data, in the year 2014, only
76% vendor is remaining from all of the available kiosks and stalls in Sederhana traditional
marketplace (Nugraha, 2015).
The composition depicting erosion of traditional marketplaces numbers by the introduction
of modern marketplaces can be found in Figure 3 below:
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Figure 3. Market Share Composition of Traditional Marketplaces vs. Supermarkets vs.
Minimarkets in Bandung Source: Prabowo & Rahadi, 2015.
As seen in Figure 3, the market share of the traditional marketplace is gradually decreasing,
while the market share for supermarkets and minimarkets are growing. Despite the best
efforts that have been conducted by the vendors with marketing strategies such as discounts,
it does not affect much on the livelihood of traditional marketplaces, with the shrinking
number of the traditional marketplace over time (Prabowo and Rahadi, 2015).
For traditional marketplaces to exist and grow in this cutthroat competition, they have to
understand wholly about their consumers demand. According to Malano (2011), reputation,
easiness, security, and price are the most important points that influence the consumer's
perception in shopping.
Prabowo and Rahadi in 2015 hypothesized that store image with attributes of accessibility;
merchandising; reputation; store atmosphere; in-store service; public facilities; price; and
security are the important attributes influencing the consumer's perception.
The authors have conducted a simple interview with twenty respondents who are familiar
with traditional marketplaces in Bandung. Based on the interview, the authors have come up
with influencing factors for consumers’ perception, as seen in the following images:
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Figure 4. Influencing Attributes for Consumers Perceptions Towards Traditional
Marketplace Store Images in Bandung
Source: Authors’ Analysis
In the above figure, the authors can see the attributes influencing traditional marketplace
store images. Expanding the previous research by Prabowo and Rahadi (2015), the authors
know that there is a new attribute emerging: promotion.
Outlets design and layout in a traditional marketplace are usually scattered and crowded. As
seen in the Figure below, the vendors to market their products are using even public facilities.
This action worsens the accessibility of the traditional marketplaces. Small and not
functioning drainage systems tarnished the traditional marketplace condition, particularly
during raining season, are making traditional marketplace looked dirtier.
Figure 5. The Condition of Cicadas Traditional Marketplace
Source: Authors Documentation
For this preliminary study, based on interview results towards eleven respondents, most of
them agreed that the prices offered in traditional marketplaces are still lower compared with
modern marketplaces. However, they stated that although the price in traditional marketplace
is lower, factoring the miserable condition of traditional marketplace, consumers choose to
shop in the modern marketplace rather than in the traditional marketplace.
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We have performed a separate interview with thirteen respondents, as a preliminary study,
where the results of the interview suggested that they prefer to shop in modern, clean,
comfortable modern marketplace with a higher price compared than to shop in the traditional
marketplace.
Figure 5. Shopping Choice Between Traditional Marketplace vs. Modern Marketplace in
Bandung.
Source: Authors Analysis
As seen in Figure 5, sixty-five percent of the respondents choose to shop in the modern
marketplace, compared with the traditional marketplace.
5. CONCLUSIONS
This study is one of the first studies that mapped the traditional marketplaces in Indonesia.
Starting from Bandung city, it is hoped that the research would gain speed and can be
applied to other cities all around Indonesia. This study mainly contributes to the
sustainability of traditional marketplace in Indonesia.
The main contribution of this study is the mapping of traditional marketplaces in Bandung,
Indonesia. The authors can see that traditional marketplaces in Bandung, Indonesia,
although still exist in a number, however, their conditions are degrading over the years.
The findings suggest that with worsening conditions and declining numbers of traditional
marketplaces in Bandung, Indonesia, the government should act fast to halt and rejuvenate
those traditional marketplaces, as it is already becoming a part of Indonesian culture,
identity, and heritage that should be maintained for future generations.
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