Market Service Retribution Optimization Strategy through the Root Cause Approach

This article aims to analyze the problems that occur in non-optimal acceptance of market service retribution and design optimization strategies Kebumen Regency, Central Java Province. The analytical tool used main problem is use a root cause analysis (RCA) approach SWOT Analysis. After being analyzed using RCA, next step map out possible be applied overcoming these with internal external approaches. From results analysis, it was found not optimal due low awareness traders paying levies, decline economic activity impact pandemic, development modern markets whose regulation little late. On other hand, information technology has resulted changes people's shopping patterns through online shopping. condition certainly needs overcome right strategy from government while maintaining healthy competition controlling outlets. contribution this research carried comprehensively several approaches, which are different previous studies.