STRATEGI ADAPTASI PENGUSAHA THRIFTING MENGHADAPI LARANGAN IMPOR PAKAIAN BEKAS DI RIAU

Tri Ulfa Wardani; Herianto

Authors

Tri Ulfa Wardani STEI Iqra Annisa
Herianto Ekonomi Islam, IAEI DI Yogyakarta/Universitas Gadjah Mada

Keywords:

Thrifting, Adaptation Strategies, Second-Hand Clothing, Digital Marketing, Local Suppliers

Abstract

This study aims to analyze the adaptation strategies employed by thrift entrepreneurs in Riau in response to the government’s ban on imported second-hand clothing. The policy, intended to protect the local textile industry and reduce textile waste, has posed significant challenges for businesses reliant on such imports. Using a qualitative approach through in-depth interviews, the study finds that entrepreneurs have adopted various strategies, including product diversification, enhanced digital marketing, and partnerships with local suppliers. Nevertheless, they face key obstacles, particularly in sourcing alternative supplies and adapting to shifting consumer behavior. These findings offer critical insights into the dynamics of the local thrifting industry and provide policy recommendations to support the sustainability of small enterprises within the context of trade regulation and environmental concerns.

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