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All Journal JOURNAL OF ECONOMICS EDUCATION AND ENTREPRENEURSHIP Kasta: Jurnal Ilmu Sosial, Agama, Budaya dan Terapan
Yahirotun Istamaroh
Universitas Negeri Semarang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Digital Transformation and The Survival of Culture-Based Markets: a Study on Johar Market, Semarang Yahirotun Istamaroh; M Fathur Rahman
KASTA : Jurnal Ilmu Sosial, Agama, Budaya dan Terapan Vol. 6 No. 2 (2026): June
Publisher : Lembaga Bale Literasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58218/kasta.v6i2.3064

Abstract

The trade market is increasingly dominated by e-commerce, shifting consumer preferences. Threatening the existence of traditional markets and retailers such as Johar as a cultural heritage of Semarang City. This study aims to analyze the influence of digital literacy, marketing skills, and market orientation on the sales performance, with entrepreneurial orientation as a moderating variable. This study uses a quantitative approach, collecting data via questionnaires from 225 clothing traders, determined using the Krejcie & Morgan formula, with a 95% confidence level and a 5% margin of error. Data analysis uses SEM-PLS through SmartPLS. The results show that digital literacy and marketing skills have a positive and significant effect on sales performance. Entrepreneurial orientation positively affects sales performance, but it does not significantly strengthen the relationship between digital literacy and sales performance. Directly or through entrepreneurial orientation, market orientation has not yet affected sales performance. These findings confirm that digital skills and marketing capabilities are key determinants of traders' performance in traditional markets amid digital transformation. Strengthening both aspects allows traders to adapt sustainably, so that Johar Market, as a cultural heritage, remains sustainable and its historical value is not lost, as it cannot be replicated. This study tests Albert Bandura's Social Cognitive Theory (SCT) in the context of traditional market MSMEs, which are relatively rarely discussed in previous studies.
Drivers of Sales Performance in Traditional Markeet MSMEs: Digital Literacy, Marketing Capabillity, and Market Orientation M Fathur Rahman; Kiswanto Kiswanto; Kemal Budi Mulyono; Yahirotun Istamaroh; Mei Anjar Kumalasari
Journal of Economics Education and Entrepreneurship Vol 7, No 2 (2026): JEE, AUGUST 2026
Publisher : Program Studi Pendidikan Ekonomi FKIP Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jee.v7i2.18308

Abstract

This study aims to analyze the influence of digital literacy, marketing capabilities, and market orientation on sales performance among clothing traders in the traditional market in Johar Market, Semarang City, with entrepreneurial orientation tested as a moderating variable. Digital transformation creates a new dynamic, shifting consumer shopping preferences. The e-commerce phenomenon threathens existence of traditional markets such as Johar Market as a cultural heritage of Semarang City. This approach used quantitative methods. Data collection by survey methods and distributing questionnaires to 242 respondents based on Krejcie & Morgan's formula. The data analysis method used a structural equation model (SEM), with a partial least squares (PLS) approach through SmartPLS 3.1 software to analyze relationships between latent variables simultaneously. The analysis was conducted on the evaluation of outer and inner models. The findings these study indicate entrepreneurial orientation has a positive effect on sales performance, but does not significantly strengthen the relationship between marketing capabilities and market orientation. Different from previous studies, variables in this study focus on MSMEs in traditional markets that have never been tested in previous research
Co-Authors Kemal Budi Mulyono, Kemal Budi Kiswanto Kiswanto M Fathur Rahman Mei Anjar Kumalasari