Transformasi Perdagangan Pedagang Tradisional Plaosan Magetan Pada Era Digital
Keywords:
Transformasi Perdagangan, Pedagang Tradisional, Qris, Literasi Digital, PlaosanAbstract
Trade transformation due to digitalization is a challenge real for traditional traders, including in rural tourism areas such as Plaosan, Magetan. This phenomenon raises the main problem of the inequality of adaptation between traders who are able to follow the digital flow and those who are left behind due to low technological literacy, limited access, and resistance to the modern trading system. Many traders still rely on conventional methods and have not been able to utilize social media, e-commerce, or non-cash payment systems, so they risk losing their market and income. As a solution, a transformative and contextual approach based on community empowerment and digital training is needed. This study aims to describe the patterns of changes in buying and selling that occur, identify obstacles and driving factors, and formulate relevant adaptation strategies for traditional traders in the digital era. The study uses a descriptive qualitative method with a case study approach. Data were obtained through in-depth interviews, field observations, and documentation of trading activities in the traditional trader environment around Plaosan. Data analysis techniques involve the process of reduction, presentation, and drawing conclusions based on the social realities found. The results of the study show that: First, traditional traders have begun to adopt a non-cash system (QRIS), market products via WhatsApp and Facebook, to providing goods delivery services, transformations have also occurred in product choices, shop designs, and digital promotion strategies. Second, driving factors include encouragement from young families, competitive pressure from modern stores, and government training programs, while inhibiting factors include limited digital literacy, business capital, and distrust of digital transactions.
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