Title:
TRADERS RATIONAL CHOICE FOR BUSINESS SUSTAINABILITY

Authors:
Esty Setyarsih, Drajat Tri Kartono and Supriyadi

Abstract:
The more expensive daily needs, either primary or secondary, makes many people in tribulation and look for solution to it. So do the traders existing in traditional market. Trading sector is the one with sufficiently fast money circulation. Capital is always needed to do trading. Most small traders existing in traditional market find difficulty in accessing the capitalization, because their commodity is not sold out everyday. For that reason, this research aimed to find out rational choice of traders in traditional market in the attempt of maintaining their business sustainability. This study was a qualitative research. The method employed to select the research subject was snowball technique, while the techniques of collecting data used were interview and observation. The result of research showed that rational choice made by traders to maintain their business sustainability was affected by economic and cultural factors. Borrowing money from payday lenders was an attempt of getting capital quickly and of maintaining their trading business.

Keywords:
traders, payday lenders, traditional market, rational choice

DOI:
http://dx.doi.org/10.37500/IJESSR.2020.3517