The purpose of this study is to analyze the optimization of local revenue (PAD) from Pasar Pagi levies managed by the Berintan Regional Market Company. This study is located in the Pasar Pagi Cirebon. The research method used is a qualitative research method with data collection techniques through observation, interviews, and documentation. The results of the study indicate that the Pasar Pagi fee payment system is still manual in terms of recording and reporting. Additionally, the actual collection of Pasar Pagi fees has not reached optimal levels and does not meet targets due to a decline in purchasing power, which has impacted the income of Pasar Pagi vendors. As a result, the Pasar Pagi fee revenue does not align with the nominal amount specified in Mayor's Regulation No. 80 of 2021, which requires Type A traditional markets to pay for three types of services: 1) daily service fees, 2) daily cleaning service fees, and 3) daily order maintenance service fees. In total, vendors at the Pasar Pagi are required to pay a daily fee of Rp.18,000. In practice, Pasar Pagi vendors pay fees ranging from Rp.3,000 to Rp.10,000 per kiosk per day, which impacts market fee revenue and its contribution to Local Government Revenue (PAD). Collaboration between vendors, market managers, and the Public Market Corporation is necessary to address these issues and achieve optimalization of Pasar Pagi fee revenue.

Keywords: Optimization, Local Revenue (PAD), and Market Retribution