Digital Technology Adoption Enhances the Competitiveness of Traditional Market Clothing Traders in the E-Commerce Era

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FORMOSA NEWS

Between January and June 2026, a research team from Universitas Swadaya Gunung Jati consisting of Muhammad Fahmi Muzaki, Enceng Yana, and Dian Permana Putri investigated the impact of digital technology adoption on the competitiveness of clothing traders in traditional markets across the East Cirebon region. This research is crucial for understanding how conventional business actors can survive and improve their bargaining position amidst the massive growth of digital commerce.

The development of the digital economy and e-commerce platforms has transformed consumer behavior, with buyers now prioritizing convenience, speed, and efficiency in online shopping. This shifting trend exerts pressure on traditional market traders, the majority of whom still operate their businesses conventionally. Meanwhile, traders' utilization of digital technology remains at a basic level, such as using WhatsApp and social media merely for communication and simple promotions.

To examine this phenomenon, the study employed a quantitative approach utilizing a survey method through questionnaires distributed to 102 clothing traders in East Cirebon traditional trade centers, such as Ciledug Market and Lemahabang Market. The collected primary data underwent validity and reliability testing before being analyzed using simple linear regression techniques to determine the extent of the effect of technology adoption on competitiveness.

Data analysis results detailed several key findings:

• The level of digital technology adoption and the competitiveness of traditional market clothing traders generally fall into the moderate category.
• Digital technology adoption has proven to have a positive and significant effect on enhancing merchant competitiveness.
• A coefficient of determination (R Square) value of 0.934 indicates that 93.4% of the variation in merchant competitiveness can be explained by digital technology adoption.
• The utilization of digital tools such as social media, marketplaces, and digital payment systems has proven crucial in expanding market reach and improving transaction efficiency.

These findings affirm that digital transformation is an essential key to the business sustainability of small-scale retail in the modern era. According to Muhammad Fahmi Muzaki, Enceng Yana, and Dian Permana Putri from Universitas Swadaya Gunung Jati, local governments and market managers need to take tangible steps by providing digital literacy training and continuous business assistance for traditional merchants.

Author Profile: Muhammad Fahmi Muzaki, Enceng Yana, and Dian Permana Putri are academics and researchers from Universitas Swadaya Gunung Jati focusing on business management, digital marketing strategies, and the development of Micro, Small, and Medium Enterprises (MSME) competitiveness.

Research Source: The journal article titled "The Impact of Digital Technology Adoption on Competitiveness of Traditional Market Clothing Traders in the E-Commerce Era", published in the Indonesian Journal of Business Analytics (IJBA), Vol. 6, No. 4, August 2026, pages 1146-1165. Official DOI: https://doi.org/10.55927/ijba.v6i4.16732.