MARKET BRANDING THROUGH THE TOUCH OF THE OLD (TEMPOE DOELOE) TRADITION

Abstract

This article discusses the existence of an alternative market that is unique compare to the existing markets. The majority of the markets are generally limited to being a place for buying and selling necessities and other needs without any cultural or educational touch; the buyers and sellers do not get added value or other experiences after the transaction is completed. This article discusses the existence of the Papringan market in Temanggung, Central Java, and the Talawengkar market in Subang, West Java as a study model for the existence of contemporary markets that bring out the nuances of the old (tempo doeloe) tradition. Papringan Market in Central Java is a market held in a bamboo forest so that it is called Pasar Papringan. Its uniqueness covers using bamboo-made coins, operating every 35 days two times on Sunday Wage and Sunday Pon. Likewise, the Talawengkar market located in Bolang village, Subang Regency has its peculiarities. Among others is the use of clay tiles called talawengkar. By using a qualitative approach and critical analysis accompanied, it can be explained that the market operation utilizing local traditions and the surrounding nature is the markets’ peculiarities and branding. Both markets do not only serve as places for trading, but also as shopping-tourism destinations that instill educational values.
Keywords: Branding, Market, Tempo Doeloe, Old Tradition