Social Networks Keep Traditional Vegetable Traders Afloat in South Sulawesi Markets
Traditional vegetable traders in Panyula Market, Bone Regency, South Sulawesi, rely heavily on social networks to survive economic pressure and market competition, according to a 2026 study by researchers from Halu Oleo University. The research shows that trust-based relationships among traders, suppliers, and customers play a decisive role in sustaining informal market businesses in Indonesia.
The study was conducted by Sulsalman Moita, Megawati Asrul Tawulo, and Andi Farhan Shanoubar, all affiliated with Halu Oleo University in Kendari, Southeast Sulawesi, and published in the International Journal of Integrative Sciences (IJIS) in early 2026. Their findings highlight how social ties function not only as economic tools but also as a form of social capital that helps traders cope with uncertainty, limited capital, and competition from modern retail markets.
Why Social Networks Matter in Traditional Markets
Traditional markets remain vital economic spaces in many Indonesian regions, even as supermarkets and online commerce continue to expand. Beyond buying and selling, these markets serve as social arenas where long-term relationships shape daily transactions.
Vegetable traders face unique challenges. Their goods are perishable, prices fluctuate rapidly, and access to capital is often limited. In this context, the researchers found that social networks—built on trust, reciprocity, and solidarity—become essential for business survival.
In Panyula Market, located in East Tanete Riattang District, traders do not operate in isolation. Instead, they are embedded in a dense web of relationships involving fellow traders, suppliers from outside the region, and loyal customers. These relationships influence pricing decisions, access to goods, and even emotional resilience during difficult times.
How the Research Was Conducted
The research used a qualitative descriptive approach to capture real-life interactions in the market. The research team selected 11 informants through purposive sampling:
a. 8 vegetable traders
b. 2 vegetable suppliers
c. 1 customerData were collected through in-depth interviews, direct observation, and documentation at Panyula Market. The researchers then analyzed the data by organizing key themes, comparing patterns, and drawing conclusions about how social networks function in daily trading activities.
Rather than focusing on statistics, the study emphasizes lived experiences, social practices, and informal agreements that shape economic behavior in traditional markets.
Key Findings: Networks as a Survival Strategy
The study identifies several ways social networks support the sustainability of vegetable traders.
1. Access to Market Information
Traders exchange information about vegetable prices, stock availability, and consumer demand. This information often flows through informal conversations in the market or through relationships with suppliers from other regions. Access to timely information helps traders adjust prices and avoid losses caused by sudden market changes.
2. Informal Financial Support
Limited capital is a constant challenge. Many traders rely on trust-based arrangements with suppliers who allow delayed payment systems. Fellow traders also provide short-term loans or lend goods when needed. These informal financial practices reduce the risk of business interruption.
3. Cooperation and Shared Resources
Traders frequently help each other by sharing equipment, guarding stalls, or lending storage space. These cooperative practices reduce operational costs and strengthen collective resilience within the market community.
4. Moral Support and Solidarity
Despite competing for customers, traders show strong solidarity. When a trader falls ill or faces financial hardship, others often step in to help. This moral support fosters a sense of belonging and reduces social tension in the market.
The researchers note that these relationships reflect both “strong ties,” such as close friendships among traders, and “weak ties,” such as connections with external suppliers. Both types of ties are crucial for accessing information and opportunities.
Strategies Traders Use to Maintain Social Networks
The study also documents deliberate strategies traders use to preserve their social networks.
1. Reciprocity: Assistance is expected to be returned over time, creating a cycle of mutual support.
2. Maintaining Trust and Reputation: Honest weighing, consistent product quality, and friendly service help traders build long-term customer loyalty and supplier trust.
3. Discounts and Small Promotions: Traders offer small price reductions or bonuses to loyal customers, strengthening emotional bonds beyond simple transactions.
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