Strategi Peningkatan Pendapatan Pedagang Pasar Tradisional pada Era Digitalisasi di Kota Banda Aceh
DOI:
https://doi.org/10.35870/jemsi.v12i5.8360Keywords:
Strategy, Income, Traders, Traditional Markets, DigitalizationAbstract
This study aims to identify effective strategies for increasing the income of traditional market traders in Banda Aceh City amidst the current wave of digitalization. The research is motivated by the increasing use of digital technology in the business world. The transformation of economic transaction mechanisms shifting from traditional cash-based, face-to-face exchanges to integrated, cashless digital payment systems—poses significant challenges for traders trying to sustain their businesses, thereby necessitating specific strategies. Employing a descriptive qualitative method, data were collected through field observations, interviews, literature reviews, and documentation. The findings indicate that this digital transformation can serve as a catalyst for traditional market traders in Banda Aceh City to leverage technology through several strategies: focus, differentiation, low-cost advantage, behavioral adaptation, tactical adaptation, and process adaptation. Additionally, continuous guidance and training from the local government are essential to enhance the traders' competitiveness and income. The study concludes that well-planned strategies and substantial support from the local government are key factors enabling traditional market traders to compete and remain relevant alongside modern (digitalized) markets, ultimately leading to increased income.
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Copyright (c) 2026 Filia Hanum, Juwita Juwita, Putri Mauliza, Rahmah Yulianti, Marlina Marlina
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