Published date:Feb 06 2020

Journal Title: KnE Social Sciences

Issue title: The 6th International Conference on Entrepreneurship (ICOEN) 2019

Pages:229–241

DOI: 10.18502/kss.v4i3.6406

Astrid Kusumowidagdoastrid@ciputra.ac.idInterior Architecture Department, Universitas Ciputra, Citraland CBD Boulevard, Surabaya, Indonesia

Dyah Kusuma WardhaniInterior Architecture Department, Universitas Ciputra, Citraland CBD Boulevard, Surabaya, Indonesia

Melania RahadiyantiInterior Architecture Department, Universitas Ciputra, Citraland CBD Boulevard, Surabaya, Indonesia

This study was aimed at exploring the conditions of people with an entrepreneurial spirit or entrepreneurial community, precisely located in Lok Baintan Floating Market. Entrepreneurial community in this Floating Market has a distinctive character which gives color to market existence in term of shaping forming sense of place for the tourism area in Banjarmasin, Borneo. Method used in this study was exploratory qualitative, where the data was obtained from interviewing the head of the local community group, traders, tourists, and local government. The study showed that the Floating Market is distinct not only by its product-based characteristic but also by its service-based in marketing the products, among others, product uniqueness (unique merchandise commodities), price (price and bargaining process), place (located in a river corridor), promotion (a unique way of promotion for both sellers and government support), people (sellers’ ethnicity, lifestyle, and speech style), and physical aspect (selling and buying location in a riverboat which is unique and has a memorable impression).

Keywords: Sense of place; Entrepreneurial Community; Marketing Mix

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