Moral Ekonomi Pedagang Durian di Kawasan Cheng Hoo Pasuruan

The Economic Ethics of Durian Vendors in the Cheng Hoo Area

Penelitian ini bertujuan untuk menganalisis moral ekonomi pedagang durian di Kawasan Cheng Hoo Pasuruan dengan mengidentifikasi kondisi objektif pedagang, nilai-nilai moral, norma-norma yang berlaku, pertimbangan dalam penerapannya, serta praktik moral ekonomi dalam aktivitas perdagangan. Penelitian menggunakan pendekatan kualitatif dengan metode grounded theory model Strauss dan Corbin. Informan penelitian berjumlah sepuluh pedagang yang dipilih melalui teknik purposive sampling, terdiri atas juragan atau pemilik lapak dan karyawan atau penjaga lapak. Data dikumpulkan melalui wawancara mendalam dan observasi, kemudian dianalisis melalui tahapan open coding, axial coding, dan selective coding. Hasil penelitian menunjukkan bahwa aktivitas perdagangan durian tidak hanya berorientasi pada keuntungan semata, tetapi juga dipengaruhi oleh nilai kejujuran, tanggung jawab, pelayanan, kerukunan, solidaritas, kerja keras, harga diri, keadilan, dan etika berdagang. Nilai-nilai tersebut diwujudkan melalui keterbukaan mengenai kualitas buah, pembukaan durian di hadapan pembeli, pemberian kesempatan mencicipi, pelayanan yang ramah, penyelesaian keluhan, serta kerja sama antarpedagang. Namun, penerapannya tidak berlangsung secara sempurna karena dipengaruhi oleh posisi pedagang dalam struktur usaha, kondisi pasar dan stok buah, kemampuan menanggung kerugian, hubungan dengan pembeli, persaingan usaha, serta risiko reputasi. Penelitian ini menghasilkan kategori inti berupa penyesuaian praktik moral ekonomi dalam menjaga keberlangsungan usaha dan kepercayaan sosial, yang dirumuskan sebagai konsep moral ekonomi situasional-terstratifikasi. Konsep tersebut menunjukkan bahwa penerapan nilai moral berubah sesuai situasi perdagangan dan berbeda berdasarkan penguasaan modal, sumber daya, serta kewenangan antara juragan dan karyawan. Fenomena ‘durian tewel’ turut memperlihatkan adanya ketimpangan informasi, pengalihan risiko kualitas kepada pembeli, dan dampak kolektif terhadap reputasi pedagang. Temuan ini menegaskan adanya dilema pedagang antara kepentingan memperoleh keuntungan dan kewajiban menjaga hubungan sosial serta kepercayaan pembeli.

Kata kunci: moral ekonomi, pedagang durian, kepercayaan sosial, grounded theory, Cheng Hoo.

This study aims to analyze the economic ethics of durian vendors in the Cheng Hoo area of Pasuruan by identifying the vendors’ objective conditions, moral values, prevailing norms, considerations in their application, and economic ethical practices in their trading activities. The study employs a qualitative approach using the grounded theory model developed by Strauss and Corbin. The research informants consisted of ten vendors selected through purposive sampling, comprising stall owners and employees or stall attendants. Data were collected through in-depth interviews and observation, then analyzed through the stages of open coding, axial coding, and selective coding. The results of the study indicate that durian trade activities are not solely profit-oriented but are also influenced by the values of honesty, responsibility, service, harmony, solidarity, hard work, self-respect, justice, and business ethics. These values are manifested through transparency regarding fruit quality, opening durians in front of buyers, offering tasting opportunities, friendly service, resolving complaints, and cooperation among vendors. However, their implementation is not always perfect, as it is influenced by the vendor’s position within the business structure, market conditions and fruit inventory, ability to absorb losses, relationships with buyers, business competition, and reputational risks. This study identified a core category involving the adaptation of moral economy practices to ensure business sustainability and social trust, formulated as the concept of a situational-stratified moral economy. This concept demonstrates that the application of moral values varies according to trading situations and differs based on the control of capital, resources, and authority between business owners and employees. The “durian tewel” phenomenon also highlights information asymmetry, the shifting of quality risks to buyers, and collective impacts on traders’ reputations. These findings underscore the dilemma faced by traders between the interest in making a profit and the obligation to maintain social relationships and buyer trust.

Keywords: economic morality, durian traders, social trust, grounded theory, Cheng Hoo.