Asian Journal of Economics, Business and Accounting

This study investigates the survival strategies of traditional markets amid the rise of modern retail establishments. Utilizing an ethnographic approach, the research explores how traditional markets in South Kalimantan, Indonesia, leverage personalized service, flexible pricing, and strong community ties to maintain customer loyalty. Findings highlight the significant role of social relationships, trust, and economic adaptability in sustaining these markets. Despite competitive pressures from modern retail, traditional markets thrive by embedding economic transactions within cultural and relational frameworks. Manual thematic analysis of interviews, participant observations, and documentary sources revealed that vendors employ relational labor and adaptive practices to foster resilience. This study underscores the importance of preserving traditional markets as vital components of urban culture, community life, and inclusive economies.